Open AccessWhat Determines Consumers’ Intention for Hotel Bookings through Smartphone Apps?
Author(s) -
Suman Lata,
AUTHOR_ID
Publication year - 2021
Publication title -
asean journal on hospitality and tourism/asean journal on hospitality and tourism
Language(s) - English
Resource type - Journals
eISSN - 2722-2748
pISSN - 1412-2073
DOI - 10.5614/ajht.2021.19.3.01
Subject(s) - expectancy theory , business , advertising , smartphone application , smartphone app , trustworthiness , structural equation modeling , marketing , consumer behaviour , dimension (graph theory) , internet privacy , psychology , computer science , multimedia , social psychology , machine learning , mathematics , pure mathematics
In the emerging market, the usage of smartphone apps are playing an imperative role and supporting travelers in their online hotel bookings. This study aims to examine the various determinants that affect travelers’ behavioral intention regarding hotel booking through smartphone apps. Data was collected from 379 hotel guests who used smartphone apps for hotel bookings. The respondents for this study are taken from Delhi. Further, the hypotheses of this study were validated with the help of structural equation modeling (SEM) using partial least squares (PLS). The results of this study found all dimensions significant except for effort expectancy, facilitating conditions and habits. A newly added dimension, perceived trust was also found a significant predictor of consumer’s behavioral intentions for hotel booking through smartphone apps. The study provides implications for hotel managers that the information provided on apps must be accurate, up-to-date and reliable regarding hotel services. By incorporating relevant information in the system, travelers’ will feel the hotels are trustworthy and thus their tendency to use smartphone apps for hotel bookings will increase. As well as hotel apps must be easy to operate which reduce travelers extra efforts and time while using it.