Consumers’ perception towards hotel online reservation website: a case in Kelantan

• Main Authors: Lee, Chong Yu, Sanwari, Rusnani, Pratapan, Viniisha, Abd Samat, Siti Fardiana
• Format: Undergraduate Final Project Report
• Published: 2015
• Online Access: http://discol.umk.edu.my/id/eprint/6485/

The consumer behavior of consumers in Kelantan toward hotel reservation online project is to study the significance of the attitudes of the consumers toward the hotel reservation online system of 3-5 star hotels in Kota Bahru, Kelantan. Furthermore, it is to identify the key factors that are influential for the consumer decision making process, as a part of the consumer behavior in purchase of the hotel reservation online service context. It is critical that all parts of this study are to contribute to the investigation of the key factors that are influential to the increase the number of hotel reservation online user among consumers, bases on the analysis of research result as well as the literature review. There are relevant theories and concepts about the study of consumer behavior and the online shopping behavior for this particular. The study focused on the three factors, which are perceived ease of use, perceive usefulness and perceived website security according to the conceptual framework. The three factors are affecting to the attitude of consumers and lead to the purchase intention and finally the consumer behavior