Factor affecting online hotel reservation intention : Attitude as a mediator

• Main Author: Menaga Venugopal
• Format: Thesis
• Language: English; English
• Published: 2016
• Subjects: TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://eprints.ums.edu.my/id/eprint/38882/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/38882/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/38882/
• Institution: Universiti Malaysia Sabah

The purpose of this study was to investigate the factors affecting consumer's attitude and intention towards online hotel reservation. In the meantime, this study also examined the mediating effect of attitude towards online hotel reservation intention. There were six main variables posited in the conceptual framework, namely; convenience, ease of information search, price and transaction as independent variables, attitude as mediator and intention as dependent variable. The questionnaires were distributed in the area of Kota Kinabalu especially hotels and shopping mall. The obtained data was analyzed using SPSS and SmartPLS software version 2.0. As the results, there were 185 individuals in total that comprised various demographic backgrounds. Findings indicated that, convenience, ease of information search and price have significant relationship with attitude (mediator), while for relationship towards intention (dependent variable) there are only three variables significant namely, ease of information search, price and attitude. This study was important to assist the hotel industry with better understanding on the important factors especially in marketing of online hotel reservation. In turn, this finding indicated competitive advantage that can be achieved through online hotel reservation awareness to improve the hotel industry marketing strategies.