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The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention

Author

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  • Seo Yeon Kim

    (Department of ITS Business Planning, SK Holdings, 26, Jong-ro, Jongro-gu, Seoul 03188, Korea)

  • Jong Uk Kim

    (School of Business, Sungkyunkwan University, Sungkyunkwan-ro, 25-2, Jongro-gu, Seoul 03063, Korea)

  • Sang Cheol Park

    (Department of Business, Daegu University, 201 Daegu-Ro, Gyeongsan-si, Gyeongbuk 38453, Korea)

Abstract

With the rapid development of information technology in hotel booking context, it is no doubt that many hotels consequently enhance the needs of integrating information technologies into their overall business operations. In this study, we developed a research model which consists of perceived value, trust toward a third party online booking site, and trust toward hotels, and tested it by using partial least square techniques. Survey data were collected from 307 individuals who have prior experiences on making a reservation using third-party online booking sites. Based upon our findings, we found that the perceived value, which was affected by both price and quality, was positively related to individuals’ intention to book. We also found that both trust toward third-party online booking sites and trust toward hotels, which was influenced by online review, have positive impacts on individuals’ intention to book. The implications of these findings for both research and practice are discussed.

Suggested Citation

  • Seo Yeon Kim & Jong Uk Kim & Sang Cheol Park, 2017. "The Effects of Perceived Value, Website Trust and Hotel Trust on Online Hotel Booking Intention," Sustainability, MDPI, vol. 9(12), pages 1-14, December.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:12:p:2262-:d:121959
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    References listed on IDEAS

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