| Summary: | 碩士 === 東海大學 === 餐旅管理學系 === 105 === The widespread use of wireless Internet, smartphones, and tablet computers has made competition between different global travel service websites more intense than ever. In
recent years more and more foreign-based hotel booking websites have expanded their business into the Taiwan market, especially the two major players, Expedia and Priceline, which have dominated the Asian market and changed the behavior of consumers in
reserving hotel rooms. There are five major ways to make a hotel room reservation (Site Mider, 2016): Online booking and internet keyword searches, official hotel websites, social media, phone calls, and tour agencies. According to the research of SiteMider, 52% of
tourists searched their target hotels via Expedia and Priceline, and 76% of tourists made their reservations through these two channels, which make them the major sources for
hotels to receive room reservations. In this research, Theory of Planned Behavior (TPB) is
used to discuss the behavior of online hotel booking. Questionnaires were given to 300
hotel guests of the Park City Hotel Central Taichung who made their reservation through hotel booking websites. 260 (87%) of these questionnaires were valid. The results of this
research showed that subjective norms have a positive and outstanding influence on behavioral attitudes; behavioral attitudes have a positive and outstanding influence on
behavioral intention; and subjective norms have positive but lesser influence on behavioral intention. Population variables show that the majority of the subjects were between the ages of 25 and 34; half of them were single. Among all these respondents, 170 (65%) had at least a bachelor’s degree and worked in private companies or as public servants. 142 (55%) of the respondents made their reservations via Booking.com, which made it the major booking channel in the research sample. 201 (77%) of the respondents were leisure tourists. 173 (66.5%) of the respondents made their room reservation through hotel
booking website because of its convenience.
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