The Impact of Online Review and Price on Hotel Booking Intention at Online Travel Agency: Trust as a Mediating Variable

Abstract

The online travel agency offers accessible and user-friendly platforms for consumers to have a quick and cost-effective solution to make a hotel reservation. However, the intangible nature of hotel service makes consumers indecisive. Consumers can only weigh the pros and cons of their decision through the hotel information on online travel agencies, including online reviews and prices. On this ground, the current study validates the impacts of online reviews and prices on hotel booking intention at an Online travel agency, with trust as the mediating variable. This study employed a non-probability and purposive sampling technique to collect data. The current study applied the validity test (i.e., factor analysis and confirmatory factor analysis) before testing the model using the structural equation modeling analysis. The results suggest that online reviews and prices indirectly impact booking intention through trust. In addition, Price and Trust directly impact booking intention.