Factors That Influence Online Behavior In Purchasing Hotel Room Via Website Among Tourist

Abstract

One of the fastest-growing industries in the world is the tourism industry, which is one of the major contributors to the services sector including Malaysia’seconomy. In essence, the Tourism and Hospitality industry plays a major role in supporting Malaysian tourism. This paper investigatedthe factors that influence online booking behaviourby employing a quantitative research approach through descriptive research. These factors include independent variables such as location, price, safety,and facilitiesthat may affectthe online reviews and valence reviews towards the dependent variable,which is the hotel choice. Furthermore, the aimof this study isto discover or describe the behaviour in the usage of hotel booking systems. With the fast-growingtourism and hospitality industry, the pattern of hotel booking has also changed from the conventional booking system to online and paperless booking. This study has contributedto the literature on Tourism and Hospitality area that requires more research.