Factors influencing online booking decisions by tourists on Booking.com at 4-star hotels in Hue City


đại lý du lịch trực tuyến
đặt phòng khách sạn trực tuyến
thành phố Huế online travel agency
online hotel booking
Hue City


This study aims to identify the factors influencing tourists' online booking decisions on Booking.com at 4-star hotels in Hue City and evaluate the importance of these factors. Data was collected from direct surveys of 175 domestic tourists who booked rooms at 4-star hotels in Hue City via Booking.com. A multiple regression model was used to analyze the factors affecting tourists' online booking decisions. The results indicate that booking decisions are influenced by six factors, including: products and services, pricing - promotions - other benefits, hotel images and information provided, change and cancellation policies, payment, and online reviews. Themost important factor influencing customers' booking decisions is online reviews. Consequently, several recommendations are proposed to assist 4-star hotels in Hue City in enhancing and developing their online business on Booking.com.



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