Factors that influence consumer behavior towards online reservation: a case study on PNB Perdana Hotel & Suite On The Park / Anis Rasyidah Rashid

Malaysia is rank one of the ten countries in the world with the highest number of internet users. Travel market one of the fast growing following hotel industry since more consumers are reserving their hotel reservations via online travel agencies. So, hoteliers need to put more efforts to develop and maintain their own direct booking websites since now they face advancement of Internet technology era. More and more hotel customers have used internet to search information related to the hotel. The aim of this research is to study the factor that influences consumer behavior towards online hotel reservation. Furthermore, it is to know the most factors that influence consumer behavior towards online reservation. The study focused on the three factors, which are information, price and trust. The three factors are affecting to the behavior of consumer and lead them to make a decision to booking the hotel. To carry out this study, 108 copies of structured questionnaires were distributed to the consumer who had experience in online hotel booking. Various statistical tools and test such as descriptive analysis, reliability, correlation and regression is used for collected data accurately. This study also reveals that information and price have significant relationship with dependent variable which is consumer behavior towards online reservation. While trust does not have any relationship with dependent variables because there is other variable would influences consumer behavior towards online reservation.