A Research of Factors Affecting Consumer’s Selection of Online Hotel Booking Website- A Case Study of Trivago

• Main Authors: Yi-Chi Zeng, 曾奕綺
• Other Authors: Chung-Hui Tseng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/hy2tmh

碩士 === 淡江大學 === 國際企業學系碩士班 === 106 === With the innovation of information technology and rapid development of E-commerce greatly changes business model of tourism industry. It is not only cost of travel expense lower than before, but also independent travel is becoming increasingly popular. Therefore, OTAs (Online Travel Agencies) enter the tourism market to create more opportunities in online hotel booking, (e.g., Expedia, Priceline, Booking.com, Agoda, Hotel.com). Also, OTAs offer much lower price and diverse tour packages that attract to more consumers. It also changes hotel booking of consumer behavior. trivago is a travel meta search engine focusing on hotels which provides with consumers to find their ideal hotel at the best rate. trivago spends more than any other online travel company on TV marketing such as「Hotel? trivago」advertising and digital marketing. In this research examined the factors of consumer using trivago and effects of brand awareness, perceived price, perceived risk toward consumers'' booking intentions and switching intentions. The results show that brand awareness is positively related to use intentions. Perceived price is the critical determinants directly influencing use intentions and switching intentions. The impact of perceived risk on use intentions and switching intentions is not significant. However,the differences between people whether use trivago or not, perceived price is also the critical determinants influencing use intentions and switching intentions. In conclusion, the perceived price is the most important affecting factor toward use intentions and switching intentions, brand awareness takes second. According to the result of research, it offered further discussions and more comprehensive suggestions for practitioners in how to better utilize online hotel booking as a marketing tool to find out the ways of attracting to consumers.