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    题名: Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan
    作者: Teng, Yi-Man;Wu, Kun-Shan;Chou, Che-Yi
    关键词: resort hotel;7Ps marketing mix elements;logistic regression;ANOVA
    日期: 2020-05-12
    上传时间: 2020-06-01 12:10:25 (UTC+8)
    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.
    關聯: Sustainability 12(10), 3972
    DOI: 10.3390/su12103972
    显示于类别:[企業管理學系暨研究所] 期刊論文


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