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 en
ISSN 2071-1050
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 否
國別 CHE
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/118632 )

SDGS 尊嚴就業與經濟發展