Factors influencing hotel decision-making through digital platforms in South Asia
| Autor: | Shabana Faizal, Jayendira P. Sankar, Nidhi Menon, Reem Abdalla, Surabhila Pattali |
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| Jazyk: | angličtina |
| Rok vydání: | 2024 |
| Předmět: | |
| Zdroj: | Cogent Social Sciences, Vol 10, Iss 1 (2024) |
| Druh dokumentu: | article |
| ISSN: | 23311886 2331-1886 |
| DOI: | 10.1080/23311886.2024.2407933 |
| Popis: | The rapid evolution of digital technology has led to a transformative era, significantly impact the global economy and daily lives. This study focuses on understanding the factors influence hotel decision-making through digital platforms in South Asia. Also, employed the Optimum Stimulation Level (OSL) theory, the research explores the relationship between awareness, brand, digital information, price, variety and hotel decision-making. Additionally, the inferential statistics study was conducted quantitatively, using data collected from 1431 hotel visitors in the top cities of South Asia through a cross-sectional design. Thus, PLS-SEM were utilised in the study to analyse the hypothesis. Hence, the results indicate significant positive relationships between awareness, brand, digital information, price, variety and hotel decision-making. However, the brand does not moderate the relationship between price and hotel decision-making. These findings offer constructive understandings for industry and academia stakeholders, emphasising the importance of digital platforms in shaping consumer behaviour and hotel selection in South Asia’s hospitality industry. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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