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Consumer behavior with respect to booking online hotel

Consumer Behavior with respect to Booking Online Hotel

KOTAL SAURABH ASHOK ASSISTANT PROFESSOR ST.PETERS COLLEGE OF SCIENCE & COMMERCE

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PIRANI SOHIL ALTAF RESEARCH STUDENT MUMBAI UNIVERSITY

Abstract

Time and money are equally important in todays world. The purpose of this study is to find out various factors that affect while booking hotels online. Using cross sectional technique, the findings were age group, qualifications, location, offer/ discount, review / ratings, easy mode of payment, better services, affect online hotel booking.

Introduction:

With the Introduction of IT and Ecommerce operators the scenario of business has changed drastically, due to such change many businesses have grown. Due to such new emerging trends the organization and consumer both have advantages i.e. just on a single click the consumer can block hotel/ vehicle or can order any product or service at any point of time. Where as the E- commerce platform works 24X7 for the business organization.

Consumers of 21st century would always like to compare the value of goods/services provided by various vendors and then choose best possible alternatives, and on the other hand the e-commerce website helps consumers to select the best out of many.

Also, there is a new concept of comparing shopping websites like shopping.com, google shopping etc. which also helps consumers to choose best available goods/services.

The research work shall mainly focus upon the study of consumers behavior towards online booking of hotels. Examples of such websites are: Make my trip, Trivago.com, Go Ibibo etc.

Advantages of online booking of hotels from consumers point of view are as follows:

路 Saves time

路 Flexibility

路 Promo codes

路 Best prices

路 Better services

路 Various options

路 Comparisons between hotels

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路 Virtual tour

Advantages of online booking of hotels from organization point of view are as follows:

路 Online booking means faster payments.

路 Reduces cost

路 Saves staff time on manual tasks

Review of Literature:

路 Nikhil Monga EtAl (2016) stated in his study鈥 This research helps us to understand online consumer behavior and to Analyse consumers鈥 motivation and intention to search and book hotel deals through online travel intermediaries. A quantitative research method was employed to measure the cognitive, emotional and social factors that influenced motivation and also how motivation mediated these factors toward booking intention. The result indicates consumers鈥 attitudes and perception were two substantial factors that influenced motivation to book hotel deals online, which in turn, impacted their future intention鈥.

路 S Akhila EtAl (2018) Stated in his study鈥 To Analyze the usage of online platforms to book hotels online also with introduction of peer to peer online hospitality services which will bring a potential dynamic dimension to the hospitality industry, this study aims to find out whether the online users will prefer this community-based hospitality or not.鈥

Objectives:

路 To find out various factors that affects booking hotels online.

路 To compare services of booking hotels online and offline.

路 To find out future growth of online market.

Hypothesis:

Hypothesis 1

H0: There is no relationship between demographic factors and preference of buying hotel tickets (online/offline).

Hypothesis 2

H0: There is no relationship between convenient mode of payment, better services, review option, discounts/promo codes and preference of buying hotel tickets (online/offline).

Research Methodology:

路 Research Design: A research design is the plan for collection and analysis of data in a manner that aims to achieve research purpose with the economy in procedure. It constitutes blue print for the collection, measurement and analysis of data. The present study uses Exploratory and Descriptive approach.

路 Nature of study: The present research study is Quantitative and Qualitative in nature.

路 Research plan for data collection: For the present study information has been collected from both primary source and secondary source.

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路 Primary Source: The following plan will be adopted to collect primary data.

路 Research Technique: Survey Method

路 Tools of the study:

路 Questionnaire

路 Interview

路 Rating Scale

路 Secondary Source:

路 Books, Journals and Magazines

路 Sampling Plan:

路 Sampling element: The sampling element consist of individual, employees, small businessman, builders, chartered accountants, lawyers etc.

路 Sample Size:

路 No. of individual- 40

路 Sampling Method: For the present study the researcher has selected Snowball sampling and Random sampling.

路 Statistical Technique: This research study uses the SPSS (Statistical package for social science) package

Data collection and respondent profile

Data is collected from pre schedule questionnaire form. The questionnaire consists of 14 questions.

The data collections and analysis has done in an iterative process it consists of 14 females and 26 males

Gender

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Female

14

35.0

35.0

35.0

Male

26

65.0

65.0

100.0

Total

40

100.0

100.0

[image: ]

How would you prefer to buy Hotel Tickets?

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Offline

12

30.0

30.0

30.0

Online

28

70.0

70.0

100.0

Total

40

100.0

100.0

[image: ]

Reliability Statistics

Cronbach’s Alpha

N of Items

.976

5

Cronbach鈥檚 Alpha 0.976 shows that there is a great internal consistency and the questionnaire is reliable.

DESCRIPTIVE STATISTICS OF ASSOCIATION BETWEEN PREFERENCE OF BUYING & AGE GROUP.

How would you prefer to buy Hotel Tickets?

Total

Offline

Online

Age group

0-20

1

4

5

21-40

4

20

24

41-60

5

4

9

above 60

2

2

Total

12

28

40

Chi-Square Tests

Value

df

Asymptotic Significance (2-sided)

Pearson Chi-Square

9.735a

3

.021

Likelihood Ratio

9.873

3

.020

N of Valid Cases

40

P (value) 0.021 < Level of significance 0.050

Therefore Ho is rejected and there is significant relationship between PREFERENCE OF BUYING & AGE GROUP.

Correlations

[you get discount/offers on online ticket ]

[review/rating option of various hotels is available on online application & it is vital for decision making]

[mode of payment is convenient in case of online buying ticket]

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[services of online are better as compared to offline ]

[maximum tickets booking is done through online application]

Spearman’s rho

[you get discount/offers on online ticket ]

Correlation Coefficient

1.000

.874**

.939**

.916**

.798**

Sig. (2-tailed)

.

.000

.000

.000

.000

N

40

40

40

40

40

[review/rating option of various hotels is available on online application & it is vital for decision making]

Correlation Coefficient

.874**

1.000

.858**

.890**

.781**

Sig. (2-tailed)

.000

.

.000

.000

.000

N

40

40

40

40

40

[mode of payment is convenient in case of online buying ticket]

Correlation Coefficient

.939**

.858**

1.000

.866**

.883**

Sig. (2-tailed)

.000

.000

.

.000

.000

N

40

40

40

40

40

[services of online are better as compared to offline ]

Correlation Coefficient

.916**

.890**

.866**

1.000

.805**

Sig. (2-tailed)

.000

.000

.000

.

.000

N

40

40

40

40

40

[maximum tickets booking is done through online application]

Correlation Coefficient

.798**

.781**

.883**

.805**

1.000

Sig. (2-tailed)

.000

.000

.000

.000

.

N

40

40

40

40

40

Conclusion:

Consumers mainly prefer to select online preferences towards booking the hotels. Due to the said advantages and other services provided by the organizations and Ecommerce Operators, the consumers opt for online booking. It is seen that the awareness of online hotel booking has been increased .the study concluded that the factor that affect buying ticket online is low age group category 0-20 & 21-40 as they are educated and prefer buying online hotel.it is also seen from the studies that there is direct positive relationship between discount/offers/promocodes”,Review and ratings, better services, flexible payment mode options & preference of buying online hotels.

References:

1. C R Kothari, Gaurav Garg- Research methodology

(Methods and Techniques), New Age International Publications”,2017

2. S Mohan, R Elangovan- Research methodology in commerce, Deep and Deep Publications”,2007

3. K V Rao- research methodology in Commerce and Management, Sterling Publishers “,1992

4. R.D. Sharma, Hardeep Chahal- Research Methodology In Commerce And Management, Anmol Publications, 2004

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