Hotel Booking Channels: Customer Perspectives
Article Sidebar
Main Article Content
Abstract
The number of hotel channels—the routes of hotel reservations—has been significantly increasing. Hotels are in a dilemma when deciding which channel to use for their sales operations. This study examined customer perceptions of hotel booking channels to discover which channels hotels may employ for sales distribution. A self-reported survey with purposive sampling was used to gather information on socio-demographic, travel, ethnicity, and personal characteristics. The survey findings were analyzed using multinomial logistic regression (MLR) to investigate the underlying factors (i.e., personal characteristics, travel characteristics, and socio-demographic variables) that had a significant impact on channel choice. Correspondence Analysis (CA) was deployed to generate a perceptual map of the relationship between the 4-category channel choice variables and the eight channel attributes to determine the variables that most affected channel choice. It was discovered that the aim of the trip influences business travellers’ likelihood of making direct hotel reservations. Customers generally make their decision on either service or cost when booking hotel. Concerns over internet security become barriers to every online channel, suggesting that hotel management should consider the issue when developing a marketing mix strategy.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Ali, B. J., Gardi, B., Jabbar Othman, B., Ali Ahmed, S., Burhan Ismael, N., Abdalla Hamza, P., ... & Anwar, G. (2021). Hotel service quality: The impact of service quality on customer satisfaction in hospitality. Ali, BJ, Gardi, B., Othman, BJ, Ahmed, SA, Ismael, NB, Hamza, PA, Aziz, HM, Sabir, BY, Anwar, G. (2021). Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business and Management, 5(3), 14-28.
Bendixen, M. (2003). A Practical Guide to the Use of Correspondence Analysis in Marketing Research. Marketing Bulletin, Technical Note 2(14).
Bi, J. W., Liu, Y., Fan, Z. P., & Zhang, J. (2020). Exploring asymmetric effects of attribute performance on customer satisfaction in the hotel industry. Tourism Management, 77, 104006.
Black, N. J., Lockett, A., Ennew, C., Winklhofer, H., & McKechnie, S. (2002). Modelling consumer choice of distribution channels: an illustration from financial services. International Journal of Bank Marketing, 20(4), 161-173.
Boto-García, D., Zapico, E., Escalonilla, M., & Pino, J. F. B. (2021). Tourists’ preferences for hotel booking. International Journal of Hospitality Management, 92, 102726.
Brunelle, E. (2009). The Moderating Role of Cognitive Fit in Consumer Channel Preference. Journal of Electronic Commerce Research, 10(3).
Card, J. A., Chen, C. Y., & Cole, S. T. (2003). Online travel products shopping: Differences between shoppers and nonshoppers. Journal of Travel Research, 42(2), 133-139.
Cheng, K., Lee, Z.-H., & Klingenberg, B. (2011). Consumers’ perspectives on the selection of air ticket purchasing channel. International Journal Business Environment, 4(1).
Cheyne, J., Downes, M., & Legg, S. (2006). Travel agent vs internet: What influences travel consumer choices?. Journal of Vacation Marketing, 12(1), 41-57.
Chiang, W.-y. K., Zhang, D., & Zhou, L. (2006). Predicting and explaining patronage behavior toward web and traditional stores using neural networks: a comparative analysis with logistic regression with logistic regression. Decision Support System, 514 - 531.
Crnojevac, I., Gugić, J., & Karlovčan, S. (2010). eTourism: A comparison of online and offline bookings and the importance of hotel attributes. Journal of Information and Organizational Sciences, 34(1), 41-54.
Douglas, A. (2016). A Customer-Focused Approach to Distribution: The Case of SANParks. South African Journal of Economic and Management Sciences, 19(3), 413-431.
Eroglu, E. (2013). Factors Affecting Consumers Preferences for Retail Industry and Retailer Selection Using Analytical Hierarchy Process. Kafkas University Journal of Economics and Administrative Science Faculty, 4(6).
Ezeuduji, I. O. (2015). Choice of intermediary for leisure travel arrangements. Journal of Economics and Behavioural Studies, 7(5 (J)), 65-78.
Green, C. E., & Lomanno, M. V. (2012). Distribution Channels Analysis: a Guide for Hotels. The HSMAI Foundation.
Grønflaten, Ø. (2009). Predicting Travelers’ Choice of Information Sources and Information Channels. Journal of Travel Research, 48(2), 230-244.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th ed.).
Hotelier Indonesia. (2016, September 17). Hotelier Indonesia. Retrieved December 25, 2016, from http://hotelier-indonesia.com/the-overland-route-java-to-bali-indonesia-hotel-market-performance-h1-2016/
Internet World Stats. (2022). World Internet Usage and Population Statistics: 2023 Year Estimates. Retrieved from Internet World Stats: http://www.internetworldstats.com/stats.htm
Izquerido-Yusta, A., & Martinez-Ruiz, M. P. (2011). Assessing the consumer's choice of purchase channel in the tourism sector. EuroMed Journal of Business, 6(1), 77-99.
Konuş, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper segments and their covariates. Journal of Retailing, 84(4), 398-413.
Kracht, J., & Wang, Y. (2010). Examining the tourism distribution channel: evolution and transformation. International Journal of Contemporary Hospitality Management, 22(5), 736-757.
Law, R., Leung, R., Lo, A., Leung, D., & Fong, L. H. (2015). Distribution channel in hospitality and tourism. International Journal of Contemporary Hospitality Management, 27(3), 431-452.
Lee, K. W. (2008). Online leisure hotel selection criteria and booking behaviour of young middle-income Singaporeans. UNLV Theses/Dissertations/Professional Papers/Capstones.
Lee, Z. H., & Cheng, K. (2009). Predictors of customer preference for online versus offline air travel booking. Tourism Review International, 13(3), 183-200.
Liu, J. N., & Zhang, E. Y. (2014). An investigation of factors affecting customer selection of online hotel booking channels. International Journal of Hospitality Management, 39, 71-83.
Morosan, C. V. (2005). Guests' reservation behavior in two online distribution channels. Retrospective Theses and Dissertations.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J., et al. (2006). Challenges and Opportunities in Multi Channel Costumer Management. Journal of Service Research, 9(2), 95-112.
Ostelwalder, A., & Pigneur, Y. (2009). Business Model Generation. John Wiley and Sons.
Pearce, D. G., & Schott, C. (2005). Tourism Distribution Channel: The Visitior's Perspective. Journal of Travel Research, 44, 50-63.
Pearce, D. G., & Taniguchi, M. (2008). Channel Performance in Multichannel Tourism Distribution System. Journal of Travel Research, 46, 256-267.
Pusat Data dan Informasi Kementrian Pariwisata. (2014). Statistik Profil Wisatawan Nusantara. Jakarta: Kementrian Pariwisata.
Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748-757.
Schegg, R., Stangl, B., Fux, M., & Inversini, A. (2013). Distribution Channels and Management in the Swiss Hotel Sector. In L. Cantoni, & Z. Xiang, Information and Communication Technologies in Tourism 2013 (pp. 554-565). Springer Berlin Heidelberg.
Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel shopping: understanding what drives channel choice. Journal of Consumer Marketing, 19(1), 42-53.
Statistic of Daerah Istimewa Yogyakarta Province. (2015). Room Occupancy Rate of Hotel. Yogyakarta: Statistic of Daerah Istimewa Yogyakarta Province.
Teng, Y. M., Wu, K. S., & Chou, C. Y. (2020). Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan. Sustainability, 12(10), 3972.
Trenz, M. (2015). Offline, Online, and Multichannel Commerce. In Multichannel Commerce (pp. 7-28). Springer International Publishing.
Wang, Q., Yang, X., Song, P., & Sia, C. L. (2014). Consumer Segmentation Analysis of Multichannel and Multistage Consumption: A Latent Class MNL Approach. Journal of Electronic Commerce Research, 15(4).