The factors that influence accommodation booking online for small hotel and resort in Thailand.

Abstract

This thematic paper is conducted to explore what factors influence accommodation booking online for small hotel and resort in Thailand. The conceptual framework in this research related to intention to purchase which is analyzed to identify significant factors, which influent accommodation online booking among Thai customers. To have better understanding of the purchasing intension framework, this research using a quantitative questionnaires survey with 125 samples. The questionnaires survey conducted through online google form to collecting the data from Thai Freely Independent Travelers (FITs) as the population of this research. This study shows how products related factors and online channel factors effect to online accommodation booking through factor analysis to indicated significant factors and test the hypotheses and relationship between factors by used multiple regression analysis. The results of this study represented that product related factor is a significant factor that encourage online accommodation booking among Thai customers. However, product price strategy, provided differentiate products and services and brand image strategy had concerned for small hotel and resort’s entrepreneur.