教師資料查詢 | 類別: 期刊論文 | 教師: 吳坤山 WU, KUN-SHAN (瀏覽個人網頁)

標題:Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan
學年108
學期2
出版(發表)日期2020/05/12
作品名稱Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan
作品名稱(其他語言)
著者Yi-Man Teng; Kun-Shan Wu; Che-Yi Chou
單位
出版者
著錄名稱、卷期、頁數Sustainability 12(10), 3972
摘要Low price or convenience? What is more important for online and offline bookings?
For the sustainable development of the hospitality industry, it is necessary to know the opinions
of customers about their online/offline hotel booking experiences. This study aimed to predict the
customers’ online/offline booking behavior toward a resort hotel in Taiwan by adapting the marketing
mix elements. We first designed and executed a detailed questionnaire involving approximately
300 respondents from a five-star hotel in Taiwan, used hypothesis testing to extract important factors
from the data, and finally used logistic regression of these factors to predict the customer choices
effectively. The study results show that the majority of the customers believe that booking hotel
services online provides for a broader choice, offers more discounts and more privacy than available
while booking offline, and is cheaper, faster, and more reliable and convenient. The outcomes of
logistic regression confirm that “broad choice,” but not “low price” has the most significant impact
on the customers booking a resort accommodation online or offline. Furthermore, the results of the
analysis of variance (ANOVA) show that the younger customers (under the age of 45) and those
with university degrees are significantly more likely to make the reservations online for a resort.
The findings and the recommendations can provide valuable inputs to the resort industry practitioners
in Taiwan for improving the online booking services.
關鍵字resort hotel;7Ps marketing mix elements;logistic regression;ANOVA
語言英文
ISSN2071-1050
期刊性質國外
收錄於SCI;SSCI;
產學合作
通訊作者Kun-Shan Wu
審稿制度
國別瑞士
公開徵稿
出版型式,電子版
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