Can Hotel Direct Booking Platforms Fight Back? Understanding Accommodation Reservation Intention in the Hospitality Industry based on the S-O-R Framework
DOI:
https://doi.org/10.30872/miceb.v7i1.15546Keywords:
S-O-R framework, Accommodation Reservation, Online Reviews, Perceived Credibility, Perceived Trust, Booking Platform, Online Travel Agent (OTA)Abstract
This study investigates the determinants of accommodation reservation intention in the hospitality industry by applying the Stimulus Organism Response framework. Data are collected from 176 hotel guests who stayed in three star, and above hotels which become central tourism destination in Indonesia, incuding Bali, Yogyakarta, Bandung, Surabaya, Lombok and Malang. Using the Partial Least Square SEM method, this study confirm that Online Reviews positively affect both perceived credibility and perceived trust. Furthermore, perceived credibility and perceived Trust are found to have strong influence on Accommodation Reservation Intention. However, the moderating effect of platform type is found to be insignificant, suggesting that the impact toward accommodation reservation is not contingent upon wheter bookings are made through hotel website or online travel agents. The findings emphasize the importance for hotels and booking platform to maintain authentic, transparent and credible online communication to strengthen consumers’ trust in the increased competitive online marketplace. The result also support the S-O-R framework, demonstrating that external stimuli shape internal evaluation which then drive behavioral responses. This research contributes to the understanding of digital consumer behavior in hospitality and offers practical implication for hotel managers seeking to enhance direct booking performance
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