Effects of Factors Influencing Hotel Customers' Online Booking Intention using Malaysian Online Local Platform

Abstract

Given the rise in online hotel bookings, it is crucial for anyone working in the sector to understand what influences hotel guests' decision to book online. Therefore, this study aims to investigate the factors that influence the customer's intention to book a hotel online by using hotelsarawak.com.my. These factors include ease of use, social influence, perceived risk, and positive electronic word of mouth. An online survey was distributed to respondents who had experienced and made bookings on hotelsarawak.com.my online platform in collecting information and measuring respondents' perceptions. To test the hypotheses in this study, regression analysis was used. The findings demonstrated that three factors, Ease of Use, Social Influence, and eWOM, significantly influence hotel customers' online booking intention. Based on the results, the study's implications are presented for practitioners.