Factors influencing consumers in selecting hotel's online distribution channels to book accommodation

Abstract

According to the intense competition among hotels' online distribution channels, this research aims to find factors that influence consumers to select the hotel's online distribution channels for booking accommodation. The information was gathered by a qualitative approach using online interviewing. The interviewees included two groups. These were the customers who have experience in using online distribution channels in booking accommodation in the past five years; and the hotel staff from various hotel departments. The findings from the research showed that two main factors delivering a strong positive influence on purchasing intention are the price and trustworthiness. Additionally, customers tend to be sensitive to the price and be aware of the trustworthiness of the website before making a reservation.