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온라인을 통한 호텔 선택요소가 구매의도에 미치는 구조적 관계연구
계림림 ( Gui Lin Lin ),신홍철 ( Shin Hong Cheol ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.3
Accommodation is an important part of tourism, and the hotel online booking market is also attractive. Compared to existing offline reservations by travelers, purchase reservations are increasing at the Hotel Website or Online Travel Agency (OTA). The purpose of this study is to study the relationship between hotel online purchasing intentions by selecting factors such as quality, price, facility, location, service, room, etc. based on hotel options online. The data analysis is conducted based on 326 respondents who have been used hotel online reservations. To summarize the analysis results of this study, first, facilities, location, and room dimensions were found to have a statistically significant effect on quality factors. Second, facilities, location, service, and room dimensions were found to have a statistically significant effect on price factors. Third, it was confirmed that quality, price, and service dimensions had a statistically significant effect on hotel purchase intention. This study is meaningful in that the results obtained from empirical research provided a framework for establishing practical strategies by encouraging website users to use and specifying important choices that can be used continuously.