Tourist Perception of Online Hotel Bookings

This study examines the factors that have an impact on tourists´ adoption of online channel. A theoretical framework explaining channel adoption behavior was built and empirically tested with a sample of 421 Hong Kong residents. Results of a logistic regression analysis show that the perceptions of channel and socio-demographics have a significant impact on tourist hotel booking choice between off-line and online channels. Tourists who make hotel reservations through online channel perceive significantly higher benefits of online channel and lower service quality of offline channel. The results of this study also suggest that demographics characteristics can impact on tourists´ choice to different delivery channels.