An investigation of factors affecting customer selection of online hotel booking channels in China

Pao Yue-kong Library Electronic Theses Database

An investigation of factors affecting customer selection of online hotel booking channels in China


Author: Zhang, Yulan
Title: An investigation of factors affecting customer selection of online hotel booking channels in China
Degree: M.Sc.
Year: 2013
Subject: Hotels -- Marketing.
Consumers -- Attitudes.
Hotel management.
Hotels -- Computer network resources.
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Computing
Pages: x, 97 leaves : ill. ; 30 cm.
Language: English
InnoPac Record:
Abstract: Online hotel channels have been rapidly developed in recent year and more and more Chinese travelers choose online channels to book for their accommodation. As the competition among channels is becoming fierce, it is important to know why travelers prefer to book one channel but not the others. This study aims to understand how product related and channel related factors will affect online hotel bookers in China, and to analyze the perception of online hotel bookers towards two types of online hotel booking channels: hotel websites and OTA websites. After the initial framework is built according to previous literature, qualitative interview was conducted to ensure that the framework is reasonable. A quantitative questionnaire survey was then conducted and 437 valid samples were collected. Travelers who have online hotel experience were asked to give a score from 7-Strongly agree to 1- Strongly disagree based on how they agree with the statements to be their reasons to choose a booking channel. Descriptive statistics, T-test and factor analysis was conducted by using SPSS Statistics and AMOS. The analysis results show that the proposed model is supported. There is positive effect from both Channel Related Factors and Product Related Factors towards information search intention, positive effect from Channel Related Factors toward purchase intention and positive effect of search intention on purchase intention. In the model, Channel Related Factors include Website Quality, Payment, and Customer Relationship Management, while Product Related Factors include Product Price, Product Review and Product Variety. Besides the model development, a comparison between hotel websites and OTA (online travel agent) websites were made and results reveal that OTA website are performing better in most of the aspects while hotel websites are only better than OTA websites in Website Quality.

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