The Factors Affecting Customer Decision on online Hotel Booking

The Factors Affecting Customer Decision on online Hotel Booking:TtheTcaseTofTLuxorThotels
LuxorTisTamongTofTtheTfamousTtouristTdestinationsTinTtheTworld.TWithTtheTdigitalTrevolution,TtravelersTcanTeasilyTnotTonlyTcompareTpricesTbutTalsoTgetTinformationTaboutTtheTexperienceTofTotherTguests,TwhichTcanTinfluenceTprices.TInTadditionTtoThotelTcustomersTcanTreadilyTfindTmostTofTtheTinformationTtheyTneedTonlineT(price,Tlocation,TstarTrating,Tcomfort,Tcleanliness,Tsecurity,TserviceTquality,TandTreputationTtoTcompareThotelTpropertiesTandTchooseTtheTmostTappropriate.TOnlineTreviewsTandTratingsThaveTanTimportantTroleTinTtheTdecision-makingTprocess,TreducingTuncertainty.TTheTpositiveTandTnegativeTevaluationsTpostedTbyTotherTcustomersThelpTtravelersTtoTmakeTtheirTchoice,TandTtheTdigitalTrevolutionThasTboostedTthisTprocess.TWhenTaTpotentialTclientTreadsTaTpositiveT(negative)TreviewTitTincreasesT(decreases)ThisTbookingTintentionT(ParkT&TLee,T2008;TTsao,THsieh,TShihT&TLin,T2015).TTheyTactTasTqualityTsignalsTreducingT”theTinformationTasymmetriesTinTtheTmarketTbyTofferingTbuyersTinformationTonTtheTqualityTofTproductsTtheyTintendTtoTpurchase”T(YangTetTal.,T2016,Tp.T42).T
TheTaimTofTthisTstudyTisTtoTidentifyTtheTdefinitiveTfactorsTthatTimpactTonlineTbooking.TTheTdecisionTcriterionTincludedTareTpicturesTofThotelTandThotelTroom,TrecommendationsTofTaTfriend,TreviewTofTtheThotel,TstarTrating,Tlocation,TandTprice.

LITERATURETREVIEW
EveryTaroundT148.3TmillionTtravelTbookingsTwereTmadeTonTtheTwebsitesT(StatisticTBrain,T2016).TMoreTandTmoreTcustomerTuseTtheTwebsitesTtoTfindThotelTinformationTforTtheirTvacation.TTheTmostTcommonTonlineThotelTbookingTmethodsTareThotelTwebsiteTandTonlineTtravelTagentTwebsite.TTheseTtwoTmethodsTofTonlineThotelTbookingTcontainTtheirTownTadvantagesTandTdisadvantagesT(LiuT&TZhang,T2015).TStatisticsTindicateTthatT65.4%TofTcustomerTselectTtoTbookThotelTaccommodationTdirectTtheTbrandTorTofficialTwebsiteTlikeTMarriottThotelTwebsite.T19.5%TchooseTtoTbookTthroughTmerchantTwebsiteTsuchTasTTravelocityTandTExpediaT(statisticTbrain,T2016).THoweverTalthough,TthereTisTstillTaTlimitedTnumberTofTbookingTthroughThotelTwebsiteT(StatisticTBrain,T2016).

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HotelTwebsiteTisTanTsignificantTtoolTforTtheTcustomerTtoTsearchTandTchooseTonTwhichThotelTtoTstay.TTheTpromotionToffersTonThotelTwebsiteTareTtheTmostTeffectiveTfactorTinTincreaseThotelTsaleT(Abdullah,THambali,TKamal,TetTal.,T2016;TAbdullah,TRadzi,TJamaluddin,T&TPatah,T2010;T2016;TDinTetTal.,T2016;TLi,TWang,T&TYu,T2015).TTheTspecializationTaboutThotelTwebsiteTisTthatTitThasTbecomeTtheTfundamentalTvenueTforTcustomerTtoTaccessTinformationTonTpriceTandTcustomersTreviewTaboutTtheThotel.TNowadays,ThotelTwebsiteThadTbeenTclassifiedTintoTtheirThotelTstarTrating.TForTmostThotelTwebsites,TtheirTwebsiteTcontentsTandTinteractivityTfeaturesTplayTinfluentialTroleTinTdeterminingTcustomers’TintentionTtoTbookTthroughTtheTwebsite.TTheTdifferenceTinTwebsiteTqualityTofTamongTtheThotelTwebsitesTcanTeasilyTrecognizeTbyTtheTcustomerT(LiTetTal.,T2015).

TheTaccuracyTofTinformationTonTaThotelTwebsiteTisTveryTcriticalTbecauseThotelTcustomerTwillTgenerallyTperuseTtheThotelTwebsiteTtoTcheckTtheThotelTinformation.TInformationTisT’dataTthatTareTrecount,TpresentationTorTorderlyTintoTorTwithinTaTsequenceTsoTthatTtheyTgetTaTmeaning’T(JylhäT;TSuvanto,T2015,Tp.T4).TAccordingTtoTWongTandTLawT(2005)TinformationTfinenessTisToneTofTtheTgeneralityTsignificantTcharacteristicTtoTclarifyTtheTsuccessTofTaThotelTwebsite.TAllTtheTspecificsTandTinputsTshouldTbeTconveyTtoTtheTcustomersTinTaTobviousTandTconciseTtechnique.TCustomersTwillTbeTsatisfiedTandTloyalTtoTtheThotelTifTtheThotelTwebsiteTcanTprovideTinformationTpreciselyT(Tan,T2015).TScholarsThaveTspecifiedTfiveTindicatorsTtoTdistinguishTwhetherTaTwebsiteTappointTgoodnessTinformationTorTnot.TTheyTareTdiversityTofThotelTwebTdistinguishing,TconnectionTtoTotherTsites,TadvantageousTofTsignification,TopticalTappearanceTandTinformationTofTrateTWongT;TLaw,T2005).T
InteractionTisTanTseriousnessTfeaturesTofTmarketingTcommunication,ThotelTwebsiteTinteractivityTisTindispensableTtoTengageTcustomerTattentionTtowardsTonlineTbuyingTorTonlineTbooking.TSubsequently,TcustomerTappreciationTonThotelTwebsiteTinteractivityTisTamongTtheTgeneralityTimportanceTcharacteristicsTrelatedTwithTthisTintermediate.TAbdullah,TJayaraman,TandTKamalT(2016)TdefinedTperceivedTinteractivityTasTtheTdegreeTofTusers’TabilityTtoTadjustTtheTformTandTsignificationTofTaTintermediateTenvironmentTinTrealTtime.TMoreover,TtheTinteractivityTdisplayTasTanTnoteworthyTaspectsTtoTdifferentialTtheTwebTfromTtheTothersTconventionalTmediaT(Wu,T1999).

OnlineThotelingTbookingTisToneTofTtheTtopTtransactionsTrepresentingTtheTboomingTbusinessTthroughTe-commerce.TCurrently,TmostTofTtheTonlineTtravelingTwebsitesTexhibitTaTlistTofTobtainableThotelTchoicesTwithTtheThotelTinformationTandTconsumerTreviewTonTtheTwebpage.TATlistTofTobtainableThotelTchoicesTofThotelTisToftenTsortedTbyTprice,Tstar,TreviewTscoreTandTwebsiteTandTwebsiteTrecommendation.TATlistTofTavailableThotelTchoicesTplaysTaTdecisiveTpartTaffectingTonTtheTonlineTshoppingTconductTasTcustomersTactionTaTbookingTdecisionTbasedTonTtheThotelTinformationTpresentedTonTtheTwebpageTPhoCusWrightT(2014).

Moreover,TconsumerTmostlyTobservesTonlyTaTfewThotelsTonTaTlistingTofTavailableThotelTchoicesTinTwhichTaThotelTplacedTonTaTtopTplacementTisTmoreTprobableTtoTbeTviewedTmoreTthanTthatTonTaTbottomTposition.TTheTimportanceTofTpositionTeffectTonTtheTonlineTretailingTwasTmentionedTinTmanyTliteraturesT(GhoseTetTal,T2015;TCaiTandTXu,T2006)
PriceTandTpromotionTfactorsTalsoTplayTimportantTrolesTtoTinduceTwebsiteTvisitorTattentionTandTturnTitTintoTonlineTbookingTintentionT(Law,T2005).TPriceTrefersTtheTvalueTofTmoneyTprospective,Trequired,TorTgivenTinTpaymentTforTsomething.TPromotionTindicateTtoTincreaseTcustomerTawarenessTofTaTproductTorTbrandTtoTraiseTsalesTandTcreateTbrandTloyaltyT(Mohd,T&TRazali,T2015).TOrdinarily,TwhenThotelTaccommodationTandTfacilitiesTareTsuitableTpricedTthroughTeffectiveTpromotionTstrategy,TtheTintentionTtoTbookTwillTbeThigher.TPriceTisTpermanentlyTaTkeyTfactorTforTconsumersTwhenTpurchasingThotelTaccommodationsT(LawT&TChung,T2003).TTheTpriceTandTpromotionTpresentedTbyTtheThotelTshouldTappropriateTwithTtheTvalueTofThotelTroomTandTfacilitiesTinTtheirTproperty.TThisTwillTfulfillTtoThigherTcustomerTsatisfaction.TTheTpricingTPolicyTshouldTfollowTtheTseasonTwhichTisTpeakTandToffTseasonT(Law,T2005).

TheTmostTimportantTcharacteristicTtoTcustomersTwhenTmakingTaTbookingTusedTtheTfollowingThotelTfeatures:Troom,Tbreakfast,Tservice,TWi-Fi,Tfood,Tcleanliness,TamenitiesTandTcomfort.T(AlbayrakTandTCaberT2015).TTheTimportanceTofThotelTcharacteristicsTincludeTthreeTparticular,TlogicallyTwithTregardTtoTareasTofTtheThotelTTheTfirstTrelatesTtoTphysicalTaspectsTofThotelTprovisionT(grounds,Tbuilding,Tambiance,TroomsTandTInternet).TTheTsecondTrelatesTtoTtheTqualityTofTfoodTandTdrink,TaffectedTbyTtheTmenuTandTbeverages.TTheTfinalTareaTrelatesTtoThumanTaspectsTofTserviceTprovisionTforTtheThotel,TwhichTisTanTimportantTsuitableTelementTtoTbeTconsideredTaloneT(AdyTandTQuadri-FelittiT2015;TDolnicarTandTOtter2003).T
presently,TitTisTimportantTforTonlineThotelTbookigTtoTrealizesTtheThotelTfactorTaffectingTonTtheTonlineTbookingTdecisionTandTtheTlevelTofTitsTimportanceTforTeachTcustomerTgroupTsoTthatTtheyTmayTcustomizeTtheThotelTinformationTtoTmeetTtheTcustomer’sTpredilections.TTheThotelTfactorsTsuchTasTcleanliness,Tcomfort,TstarTrating,Tlocation,Tprice,Tsecurity,TserviceTquality,TandTreputationTwereTwidelyTmentionedTinTmanyTresearchesTasTtheTmainTfactorsTinTselectingTaThotelT(ChuTandTChoi,T2000;TSohrabiTetTal.,T2012).TMoreover,TasTtheTpowerTofTe-TWordTofTmouth,T97.7%TofTrespondentsTfromT(LadhariT;TMichaud,T2015)T’sTsurveyTreadTtheTonlineTreviewTtoTconfirmTtheThotelTbookingTdecisionTinTwhichT58.1%TofTonlineTreviewTreadersTobservedTonlineTreviewsTfromTtheTonlineTtravelTwebsite.TTheTperceptionTofTreviewsTwasTsignificantlyTdifferentTbasedTonTageTandTgender.TFromTtheTexperimentTstudy,T(Ye,TKucukusta,TandTLawT2016)TfoundTthatTtheTonlineTreview,TbothTpositiveTandTnegativeTreviews,TreinforceTtheTcustomer’sTawarenessTofTtheThotels.THowever,TtheTstudyTonTtheTsequencingTofThotelTchoicesTtoTbeTpresentedTonTtheTwebpageTbasedTonTtheTcustomerTpreferenceTwasTstillTscarely.T
InTthisTresearch,TweTstudyTtheThotelTfactorsTimportantlyTaffectingTtoTtheTcustomerTsearchingTandTbookingTdecisionTthroughTonlineTtravelTwebsites.TDifferentTfromTpreviouslyTliterature,TweTincorporatedTtheTimportanceTofTreviewTfactorsTinThotelTevaluationTprocess,TandTtheTpositionTeffectTofTtheThotelTchoicesTonTtheTwebpageTtoThelpTtheTonlineTcustomersTwebsitesTunderstandTcustomerTbehaviorTandTcustomizeTtheThotelTinformationTwithTaTappropriateTlistTofTavailableThotelTchoicesTtoTmeetTtheTmostTcustomers’Tpreference.TThisTstudyTwasTconductedTbyTtheTsurveyTmethodTtoTLuxorThotelsTcustomers.TOurTresultsTprovideTtheTsuggestionTforTbothTtheTonlineTtravelTwebsiteTandTtheThotelTmanagerTtoTimproveTtheirTmarketingTstrategy.

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