Factors Affecting Online Direct Hotel Booking: A Study in Bangkok

Abstract

The objectives of this research were firstly, to study tourist opinions towards factors affecting online direct hotel booking, and secondly, to study the different demographic characteristics that have impact on opinions towards the factors affecting online direct hotel booking.  The survey research using accidental sampling was conducted with international tourists in Bangkok from October to December 2019. In total 449 questionnaires were used for analysis.  The finding revealed ten important factors that could influence online direct hotel booking. They were  1) good payment conditions, 2) competitive price and promotion, 3) good service quality, 4) good cancellation policy, 5) convenience in making reservations, 6) comprehensive website and content, 7) effective use of technology, 8) interesting benefits, 9) good marketing activities, and 10) good communication with hotels.  It also revealed that gender, education, profession and nationality showed significant impact on tourists’ opinions towards factors affecting online direct hotel booking whereas age and marital status did not. Knowing  the factors affecting tourists’ online direct hotel booking and the influence  of demographic characteristics on tourists’ opinions  towards  the impact factors would enable small and medium-sized hotels to improve their online direct hotel booking which consequently leading to higher revenue and profit margin.