Exploring consumers' attitudes and behaviours toward online hotel room reservations

Kok, Adeline Li Ming * and Teoh, Boon Wai (2013) Exploring consumers' attitudes and behaviours toward online hotel room reservations. American Journal of Economics, 3 (5C). pp. 6-11. ISSN 2166-4951(p-ISSN); 2166-496X (e-ISSN)

Kok Li Ming - Exploring Consumers' Attitudes and Behaviours toward Online Hotel Room Reservations.pdf
Available under License Creative Commons Attribution Non-commercial.

Download (184kB) | Preview


Marketers in Malaysia need to have solid understanding on consumers’ online attitude and buying behavior. This is mainly due to the shift and trend that consumers are moving fast into online purchasing. Malaysia is rank one of the ten countries in the world with the highest number of internet users. The travel market in the Asia Pacific region is fast growing and more consumers are reserving their hotel reservations via online travel agencies. Hence, the main purpose of this conceptual paper is to explore the factors that influence consumers’ attitude and purchase behaviour toward online hotel room reservations. Four factors which are information, trust, price and convenience have been identified in this study. The focus of this study will be on consumers who reserve their hotel rooms via online travel agents. The research plans to adopt a survey method using stratified random sampling and the hypotheses will be tested using structural equation modelling.

Item Type: Article
Additional Information: Second author is affiliated with Darts Inspire, Petaling Jaya.
Subjects: H Social Sciences > HF Commerce
Divisions: Sunway University > School of Hospitality and Service Management [formerly School of Hospitality until 2020]
Others > Non Sunway Academics
Depositing User: Ms. Molly Chuah
Date Deposited: 08 Jan 2014 06:47
Last Modified: 13 Mar 2019 00:59
URI: http://eprints.sunway.edu.my/id/eprint/191

Actions (login required)

View Item View Item