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The development of technology has made it easier for the traveller to book hotel rooms by the website. The number of online websites that provide services for the hospitality industry is on the rise.
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According to Quinby and Jain (2012) (which research the OTA market in Australia, China, Japan, India, Indonesia, Malaysia, New Zealand, Singapore and Thailand), the Asia Pacific’s online travel booking on 2011 is estimated to be US$ 1,6 billion/year and predicted to rise 30% to 40% on the next periods
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In the hotel industry, the internet has had a big impact on the evaluation of the distribution channel, which pushed the industry from a traditional operation (offline) to an online operation system
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The use of the internet has changed the hospitality industry by helping organize, promote and market tourism products and services, as well as helping communication, online transaction, and distribution systems for hoteliers and consumers
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With the growing number of hotels in Indonesia, the number of online websites which offer hotel rooms also increases.
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this study examines the process of online hotel decision making by focusing on the effect of website quality on the customers’ e-Trust.
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The two key issues we wish to examine are: (1) whether customer’s perception of the website’s usability influenced e-Trust; and (2) whether customer’s perception of the website’s ease of use influenced their e-Trust.
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Nowadays there are more travellers than ever that search the internet medium for information of the tourist destination and the process of booking the trip, as evidenced by the increase of information access through the search engine and social media and also online hotel booking
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A hotel’s website is not only an information channel but also a trading form, where it not only provides news and data, creates a brand image but also works
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as a sale tool. But this ease does not come without a weakness. Communication by the internet creates uncertainty and risks have become an intrinsic attribute of e-commerce from them complexity and anonymity of online purchase.
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A good website must be easy to use, understandable, and navigate well (Aziz, 2014). The easiness of using the website’s features can influence the customer’s interest in using the online service and push their booking intention
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Because OTAs are such an important channel for hotel distribution, the industry should pay close attention to the way hotels are presented on OTA web pages.
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The level of usability of a website will determine whether a user will stay or leave to find another website
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website quality becomes the main factor in e-commerce because the perception of the website quality will trigger the customers’ purchase intention directly.
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The ZEN Rooms website effectively delivers information and adopted a good interaction design to make sure consumers can easily navigate the website and find useful information.
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Usability refers to whether a hotel’ s website can provide sufficient information about the product and the service, while ease of use showed the level of which a hotel’s website is easy to navigate and customer-friendly.
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e-Trust is the consumer’s trust or confidence that the seller will not abuse the consumer’s vulnerability .
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Sparks and Browning (2011) found that consumers depended on the easiness of information processing while evaluating a hotel based on online reviews.
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risk-taking behaviour based on consumer’s positive expectations of a hotel’s website was called e-Trust. E-Trust plays an important role in online booking because of the risk that comes with online service
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A hotel’s website that has good usability has a significant result on the consumer’s e-Trust. This finding is in line with previous study from Bai et al. (2008) and Wang et al. (2015) which also stated the significant impact between the usability variable towards online booking intention, where the higher a website’s usability was, it automatically affected customer’s e-Trust and willingness to make an online hotel booking.
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The effect of usability of the website and ease of use of the website on e-Trust among participants of this research is elaborated upon in Table 1. The data in this table display the outcomes of a multiple linear regression analysis.
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The other variable in this study, which is the ease of use, did not have any significant result on consumer’s e-Trust. This finding is different from previous studies conducted by Shen and Chiou (2010) and Venkatesh and Agarwal (2006) which stated that a website’s ease of use could help consumer’s online booking intention.
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There is no significant impact between genders and e-Trust. The findings of this research propose that gender does not play a significant role in the attention of guests toward e-Trust and both genders are highly confident of having online booking purchase of hotel rooms.
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The current study is not without limitation, such as the scope of the research. Future studies could conduct similar research but through a mobile application instead of the website. The internet keeps developing and there are changing platforms from website to mobile application so the use of mobile in the hotel industry is unsurprising and expected
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The importance of having information towards the relationship between a website’s usability and consumer’s e-Trust is essential to help maintain the attributes of a website’s quality to keep consumer’s e-Trust of the hotel.
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This article covers an Indonesian study performed to study factors that influence online bookings of consumers. The main factors considered in the study were the perceived usability of the website and the ease of use. The study found that perceived usability influenced the decisions of the consumer, while the actual ease of use did not.