خلاصة:
Hotels these days are involving with more challenges and opportunities because
with more expectations and intelligence, customers are trying to learn more about
their favorite products and services. These consumers or, e-receivers of hotel ereservation
have certain factors which are related to e-reservation of hotel services.
Therefore, the current study is going to determine how e-receivers’ factors will be
related to e-reservation of hotel services in Bangkok. For this purpose, 330 hotel ereceivers
who have e-reserved their accommodations in Bangkok participated in the
study. Likert Scale questionnaire was used to determine the correlation between ereceiver’s
factors and their e-reservation of the hotel services. The Person
Correlation Coefficient was used to determine the degree of association between ereceiver
factors and e-reservation of hotel services. The collected data reflected that
there is a significant positive relationship between e-receiver’s prior knowledge, ereceiver’s
involvement, e-receiver’s focused search, e-receiver’s social tie, ereceiver’s
cognitive personalization, and e-reservation of hotel services; while there
is near to perfect significant correlation between Skepticism and e-reservation of
hotel services in 4 and 5 star hotels in Bangkok. The existence of such correlation
between e-receiver’s factors and e-reservation of hotel services have presented
significant contribution to hotel IT managers to apply the current findings in their
management productivity as well as marketing managers to develop marketing
strategies for their respective hotels.