Analysing the tourist’s e-satisfaction of hotel booking website towards online purchase intention in Malaysia

• Main Authors: Mohd Jamil, Mahirah, Abd Rahman, Nur Hidayah
• Format: Conference or Workshop Item
• Language: English
• Published: 2020
• Subjects: H Social Sciences (General); HB801 Consumption. Demand
• Online Access: http://irep.iium.edu.my/87212/1/Book%20of%20Program%204th%20ISOT%202020%20_%20rev12.pdf; http://irep.iium.edu.my/87212/

Hotel distribution marketing in Malaysia has changed drastically, resulting from the emerging of online hotel booking websites managed by online travel agencies (OTA). However, there has been a limited research conducted in analysing tourist’s e-satisfaction on using those websites that influences tourist’s purchase intention in Malaysia. This study seeks to identify tourist’s e-satisfaction on online hotel booking website in Malaysia, to investigate tourist’s online purchase intention on online hotel booking website in Malaysia and to determine the relationship between tourist’s e-satisfaction and online purchase intention from online hotel booking in Malaysia. This study applied the quantitative approach with 162 respondents who have experience in using online hotel booking websites operated by OTA in Malaysia. The results have shown that tourists in Malaysia perceived the e-satisfaction of online hotel booking websites and had the intention to make an online purchase from the website. This study also presented that tourist’s e-satisfaction was moderately inclined towards online purchase intention on online hotel booking websites. The findings from this research will contribute to online travel agencies in developing hotel booking websites that can enhance tourist’s satisfaction and decision to make an online purchase.