{"title":"达成交易：利用在线评论、网站质量和信任度实现无缝酒店预订","authors":"Peu Saha, Abhijeet Biswas","doi":"10.1108/ijppm-04-2024-0272","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The world today is heavily controlled by the content available on the internet, where a one-star rating gain may work wonders for a company and a one-star rating decline can cause huge damage. Online booking platforms provide more freedom, privacy and contact with experienced travelers than physical hotel booking. The study identifies the factors shaping travelers' online hotel booking intention (OHBI).</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>We utilized structural equation modeling (SEM) to expand the horizons of the technology acceptance model (TAM) and stimulus-organism-response (SOR) framework in the hospitality sector. 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引用次数: 0
摘要
目的当今世界在很大程度上受互联网内容的控制，一星评价的提高可能会给公司带来奇迹，而一星评价的下降则可能造成巨大损失。与实体酒店预订相比，在线预订平台提供了更多的自由、隐私以及与经验丰富的旅行者的接触。本研究确定了影响旅行者在线酒店预订意向（OHBI）的因素。设计/方法/途径我们利用结构方程模型（SEM）拓展了酒店业技术接受模型（TAM）和刺激-有机体-反应（SOR）框架的视野。研究结果基于从 705 位在线预订酒店的游客处收集到的数据。研究结果表明，在线评论、酒店网站质量和酒店网站便利商数对潜在游客的感知信任有积极影响，从而放大了他们在线预订酒店的倾向。网站便利商数和信任在一定程度上调节了这两个构念之间的关联。此外，促销优惠加强了感知信任与 OHBI 之间的联系，但感知风险则削弱了这种联系。研究局限/意义我们的研究结果为酒店经理、潜在游客、酒店业主、网站开发者、政策制定者、酒店员工、当地社区和竞争对手提供了一些重要启示，以加快印度酒店业的发展。我们的研究努力拓宽 TAM 和 SOR 模型的范围，以便在印度酒店业的背景下更好地理解这些构念。本研究还探讨了促销优惠和感知风险如何影响基本结构之间的联系。
Seal the deal: unleashing the magnitude of online reviews, website quality and trust for seamless hotel reservations
Purpose
The world today is heavily controlled by the content available on the internet, where a one-star rating gain may work wonders for a company and a one-star rating decline can cause huge damage. Online booking platforms provide more freedom, privacy and contact with experienced travelers than physical hotel booking. The study identifies the factors shaping travelers' online hotel booking intention (OHBI).
Design/methodology/approach
We utilized structural equation modeling (SEM) to expand the horizons of the technology acceptance model (TAM) and stimulus-organism-response (SOR) framework in the hospitality sector. The results are based on the data collected from 705 travelers who made online hotel reservations.
Findings
The findings demonstrate that online reviews, hotel website quality and hotel website convenience quotient favorably shape prospective tourists' perceived trust, magnifying their inclination to book a hotel online. Website convenience quotient and trust partially mediate the association between the constructs. In addition, the linkage between perceived trust and OHBI is strengthened by promotional offers but weakened by perceived risk.
Research limitations/implications
Our findings provide several important implications for hotel managers, prospective travelers, hotel owners, website developers, policymakers, hotel employees, the local community and competitors to expedite the growth of the Indian hotel industry.
Originality/value
The literature reveals that website convenience quotient, perceived trust and promotional offers have not received enough attention in the hospitality industry and warrant attention. Our study strives to broaden the scope of the TAM and SOR models to better understand these constructs in the backdrop of the Indian hospitality sector. The study also examines how promotional offers and perceived risk influence the linkages between the underlying constructs.
期刊介绍：
■Organisational design and methods ■Performance management ■Performance measurement tools and techniques ■Process analysis, engineering and re-engineering ■Quality and business excellence management Articles can address these topics theoretically or empirically through either a descriptive or critical approach. The co-Editors support articles that significantly bring new knowledge to the area both for academics and practitioners. The material for publication in IJPPM should be written in a manner which makes it accessible to its entire wide-ranging readership. Submissions of highly technical or mathematically-oriented papers are discouraged.
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