Which can help the customer in terms of time-consuming (fast and easy) for the booking process and also a comparison of all the pros and cons of an individual hotel he or she is interested in. And also this research will help us in approaching the knowledge about the customer's intention towards the online hotel booking website that he or she might experience in the past, and the customer's dissatisfaction in the specific position that they could frustrate while using it and then We can use this research to avoid customer dissatisfaction that could occur while booking online.
An objective of the study
Research Question
The Benefit of This Study
The tourism industry here in Thailand has been one of the largest industries and revenues for Thailand, followed by manufacturing and agriculture, and due to the influx of international tourists and also domestic tourists has increased over the past 20 years (Liua, Lib, & Parkpian , 2018 ). So there will be enough choice for people to select a hotel for their vacation or business trip depending on each purpose. This study will focus on how people choose a hotel on online platform, especially in Thailand, to understand people's behavior, factor or criteria before choosing a hotel. they choose to stay in a particular or specific hotel and it would help the hotel owner to develop these factors in the future.
Theoretical framework
TAM model can be one of the factors to be used in this research and some factors that influence customer selection in online hotel booking as follows:
Perceived ease of use
Brand awareness
Perceived Price
Electronic Word-of-Mouth (eWOM)
So online user reviews or eWOM can be the most important influence on an online hotel booking. As for the hotel owner, managers and management team should prevent the bad reviews on the hotel booking website because the serious reviews, especially for those posted on a third-party website such as review website ie.
Customer Relationship Management (CRM)
Thus, according to the chart for users of an Internet that is growing daily and spreading to many continents, Electronic Word of Mouth (eWOM) can be formed in many ways, such as web-based opinion platforms, discussion blogs, review sites of the Internet or newsgroups (Hennig, Gwinner, Walsh, & Gremler, 2004).
The conceptual Framework
After the literature review on the factors that can influence the customer choice in relation to the customer's choice of online hotel booking channel, the next chapter will be the research methodology of this study to see and check that the factor that we have a hypothesis in this study would be correlated between each factor that would lead to the intention to buy or not. The purpose of this survey is to identify preferences of current or past users who had used or experienced the service from Online Hotel Booking websites before in the last six months to ensure that the data we collect is still valid and up-to-date, and the method that will use in this study will be qualitative, understand the in-depth feeling or response from the focus group and quantitative, see the correlation between sample and respondents and both methods will approach and include a focus group discussion of all sectors that can involve in this investigation.
In-depth Interview
Sample
Data Collection
Reliability and Validity
Research Instrument
All these constructs will be used for both qualitative and quantitative questionnaire for survey if google form and sent out to respondents via email, social media and chat application (group chat and individual chat room) also In-depth interview with six people who earlier discussed the hotel via online booking channel to find the result for analysis to see the correlation of each group. The purpose of the interview, to recognize the evidence or validation that each construct can apply in their knowledge and feeling hidden inside respondents in the study of how people choose and what factors influence customers' choice of online hotel booking channel. The finding here will come from six people who have an experience about the online hotel booking channel that just not only one website, but they have experienced two or more websites that I can use the validation and knowledge of this group of six interviewees to make the to clean data from quantitative sampling that may encounter problems during data collection.
Qualitative Interview
- Perceived ease of use
- Brand awareness
- Perceived price
- Electronic Word of Mouth (eWOM)
- Customer Relationship Management (CRM)
Most of the respondents said that the lowest price is not the best factor for them to choose the hotel especially for their vacation, they need something to attract their vacation which they informed that if they choose very cheap hotel , then the quality of the hotel, the service will also be low. But A1 said that he will choose the cheapest one to save money to do other activities, instead he worries about the hotel price when he travels with his group of close friends. When asked about the loyalty program in the online hotel booking website, most of the respondents who are heavy users of online hotel booking said that it is good for them because they would have a chance to collect more points from their stays. theirs, in other hands for the respondents. which small users of the website tend to ignore the loyalty program but need a discount at the time of booking.
So the two respondents said that 6 hours is satisfactory for them, but the rest of the respondents need a faster time to answer, such as A3 and A4 said;.
Quantitative
These respondents worry about the time of feedback that must be fast, the result of the interview for this factor by eWom can be said that the online hotel booking website should not reply the feedback to the customer later than 6 hours, but if they are able to comply the result of this interview and make the team to answer the customer for at least 30 minutes would also bring customer satisfaction for them. The diagram shows that the gender of the respondents, most of them are women, which have 63.7%, and the respondents of the men are 36.3% of all the respondents in the 168 sample. Table 4.3 and Figure 4.2 show the percentage of respondents who answered the survey, mostly the age group is 25-39 years with a percentage of 81%.
But after collecting the data, most of the respondents were of two groups, the hypothesis could be that the questionnaire was sent to a close group of friends who have the same age group, who seem to be mostly of working age.
Frequency Percent Valid Percent
Cumulative Percent
Factors Analysis
I prefer a website with a cashback program .836. I like the website where I can get a discount voucher or coupon that I can use for the next reservation. I usually choose the website with a loyalty program.727 I prefer a website that offers many options in terms of prices and rooms. I like the website that shows the status (cancellation/payment) of the booking before the specific room is made.
I prefer a website that provides step and process to book the hotel since the first page.
Regression
- Linear Regression-Enter
Since the regression table shows that there is no significant from the data analysis, then we need to check the reliability of the question and try to cut some questions that can affect the significant of the research.
Reliability
- Perceived ease of use
- Brand awareness
- eWOM
- Mean and Standard Deviation
All questions asked to respondents via Google Form are generally at an acceptable level for Cronbach's alpha level. Then I lowered the low score on a particular question and tried to rearrange the regression. The result had one significant factor, but then I tried to check the reliability of the question. The result was an unacceptable level. Then for this research I need to analyze other correlations such as T-test and Anova, but before T-test we also need to check the mean for the standard deviation. To determine the minimum and maximum length of the 4-point Likert-type scale and the interval scale can be calculated as.
T-Test
- Age range
Perceived ease of use” in the variable “I choose a website that has Thai language”, and the age group that has a significant value is no. And the next important one is “Electronic Word of Mouth (eWom). "I like a website that has a good review on Pantip.com" and the age group that cares about this problem is number 1 or the age group between "25-39 years old", this age group must ensure their concern by checking the online site “Pantip.com” this site provides an online board where everyone can come and share things, rate or complain about the product and service and allow other people to see and comment on their rating.
This age category therefore often needs more information before making a reservation on a particular website.
Anova
- Anova of education (Price)
- Anova of occupation (ease of use and Price)
- Anova of income (Ease of use and price)
Since the ease of use in question "I choose the website that has Thai language" seems significant or has an impact on a government official, the website should provide the language selection in Thai in this profession, which we can assume that this person is working with official government documents that the have Thai language. So the website can use this installment benefit for people who are office workers. The respondents with an income above THB 60,000 prefer the website not to require a credit card to book, but those with an income below THB 60,000 are not concerned about using a credit card to book.
The income group in the range of THB is concerned about the price of the hotel which is good for the budget hotel to increase the customer of this income range and the late income range is THB. respondents from this income range can be used for the website which has the option of paying in installments to capture people who are in this income range.
Conclusion
In addition to the "perceived usability" factor, almost all respondents need a website that has simple features, including font, text, color, or a processing step, as the easiest, and one respondent said that it is a routine feature for those who use it a lot. and they just want to press one button to rebook at the same hotel they stayed at or stay at that hotel often.
Recommendation
Limitation
Do you like the website that offers flight tickets and car rentals on the same website page? Would you rather book a hotel on the website with a varied range of hotel choices? 2 I prefer to choose a website where five-star hotels are listed (Inter Continental, Hilton, Kempinski).
3 I like a website that has a chat room where I can contact the website staff for 24/7 help.
