文化大學機構典藏 CCUR:Item 987654321/51090
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/51090


    题名: 了解在線旅行社中潛在客人的酒店預定意圖
    Understanding Hotel Booking Intention of Potential Guests in Online Travel Agency
    作者: 嫣華（Dashnyam Oyunerdene）
    贡献者: 全球商務碩士學位學程碩士班
    关键词: Perceived Social Benefits
    Trust
    Booking Intention Social Presence
    日期: 2021
    上传时间: 2023-02-22 09:36:54 (UTC+8)
    摘要: In recent years, the market for online hotel booking has grown more than before. For that reason, there are a few distribution channels are making an online hotel booking through Online Travel Agency (OTA) and their hotel owned platforms. For exploring the process of online travel agency’s booked hotel as Agoda.com, that brings us to the observation on online booking hotels. This paper is based on the social presence theory, had analyzed the guests' OTA’s booking process hotel as Agoda.com in the online social booking environment. The purpose of this study is to understand hotel booking intention of potential guests in OTA as well as to determine the relationships among factors which have an effect on potential guests online booking intention. The data was collected by the online survey questionnaires which had been distributed to international students in Taipei. There are 398 participants responded the questionnaires, a total of 358 valid data analyzed by IBM SPSS 25. The results indicated that female respondents are higher in booking intention than male respondents in booking online hotel. As international students are concerning to booking online hotel is much higher than older people. Besides that, highly educated and higher income respondents are more concerned with online booking hotel. The result has shown that the effect of potential guest’s social presence, perceived social benefits and trust highly influenced guest’s booking intention. Finally, based on the results, the recommendations of Agoda.com have also been provided.
    显示于类别:[全球商務學位學程] 博碩士論文

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