Title: Exploring travellers booking factors through online booking agency
Authors: Mohd Haniff Jedin; Kohila Ranjini Annathurai
Addresses: School of International Studies, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' School of International Studies, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia
Abstract: The aim of this study is to explore the factors that travellers search for when booking the hotel through online travel agency. A survey and convenience sampling method were used in this study. For the data analysis, the researcher used 398 questionnaires which were distributed at Penang International Airport, Malaysia. The questionnaires were distributed among the travellers who travel through aviation industry. Result shows that exploratory factor analysis has identified 13 key factors of which travellers refer the most. Moreover, the result shows that, this factor analysis is appropriate and do have patterned relationship amongst the variables. Furthermore, this study provides a clear understanding for online travel agency regarding the needs of the travellers as this study helps the online travel agency to identify the factors that lead the travellers to repurchase their services which is indirectly helps the online travel agency in generating profits.
Keywords: hotel online booking; online travel agency; aviation travellers.
International Journal of Business Information Systems, 2020 Vol.35 No.1, pp.45 - 62
Received: 17 Jan 2018
Accepted: 28 May 2018
Published online: 15 Sep 2020 *