Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan

doi:10.3390/su12103972

機構典藏 > College of Business and Management > Graduate Institute & Department of Business Administration > Journal Article > Item 987654321/118632

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/118632

Title:	Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan
Authors:	Teng, Yi-Man;Wu, Kun-Shan;Chou, Che-Yi
Keywords:	resort hotel;7Ps marketing mix elements;logistic regression;ANOVA
Date:	2020-05-12
Issue Date:	2020-06-01 12:10:25 (UTC+8)
Abstract:	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.
Relation:	Sustainability 12(10), 3972
DOI:	10.3390/su12103972
Appears in Collections:	[Graduate Institute & Department of Business Administration] Journal Article

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