Hotel Guest’s Main Preferences in Hotel Online Booking: Pleasure or Usability

Q2 Social Sciences

African Journal of Hospitality, Tourism and Leisure Pub Date : 2022-02-28 DOI:10.46222/ajhtl.197707.00x

Meylani Tuti, Teguh Saputra

引用次数: 4

Abstract

Digital marketing has become a mainstay for consumers to make purchases; one factor supporting it is that consumers can easily find information about the products. This research aimed to find out the influence of hedonic and utilitarianism on e-Loyalty through Trust. The population of this research is repeat guests who had reserved the hotel room more than twice. The analysis used descriptive and quantitative analysis by analyzing data using Structural Equation Modeling (SEM). The result of the research showed that Hedonic and Utilitarian have a significant influence on trust. Hedonic gives significant influence towards e-loyalty, whereas Utilitarian does not give significant influence towards e-loyalty. Finally, trust gives significant value to e-loyalty. Hedonic and Utilitarian give indirect influence to e-loyalty. Based on these findings, the writer provided critical managerial implications that the hotel should focus on the website's content to help consumers find the information quickly and make them enjoy and grow their willingness to book and stay at the hotel.

查看原文本刊更多论文

酒店客人在酒店在线预订中的主要偏好:愉悦还是可用性

数字营销已经成为消费者进行购买的支柱；支持它的一个因素是，消费者可以很容易地找到有关产品的信息。本研究旨在通过信任来发现享乐主义和功利主义对电子忠诚的影响。这项研究的对象是预订过两次以上酒店房间的常客。该分析采用描述性和定量分析，通过使用结构方程建模（SEM）分析数据。研究结果表明，享乐主义和功利主义对信任有显著影响。享乐主义者对电子浮力有显著影响，而功利主义者对电子引力没有显著影响。最后，信任赋予了电子忠诚显著的价值。享乐主义者和功利主义者间接影响了e-loyalty。基于这些发现，作者提供了关键的管理启示，即酒店应专注于网站的内容，以帮助消费者快速找到信息，并使他们享受并增强预订和入住酒店的意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.