| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 102 === The rise of the internet-based hotel room booking technology presents customers today gathering information and making reservation from multi-channels (online and offline). Therefore, having a better understanding of customers’ accommodation online and offline booking channels and factors affecting their booking intentions is essential for hoteliers. This study aims to understand the impact of website trust and hotels’ online and offline brand image on customers’ booking intentions via third party booking websites when conducting multi-channel transactions. Three dimensions were derived by factor analysis, namely: website trust, online brand image, and offline brand image. The results indicate that only hotels’ online brand image has a positive impact on customers’ online booking intentions, which is the most important factor that influences customers’ booking decisions in a cross-channel transaction. The findings will help hoteliers distribute products more effectively.
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