How Media Richness and Interactivity in Hotel Visualization Affect Hotel Booking Intention in Online Travel Agency Applications?

Abstract

This study is aimed at clarifying the relationship between media characteristics and intention to book hotels in online travel agencies. This study is based on a quantitative approach using a between-subject experimental method, with a 2×2 factorial design consisting of two types of media richness (high and low) and two types of interactivities (high and low). Research data were obtained from 152 respondents and were processed using the ANOVA and mediation method on the SPSS application. This study found that hotel visualizations with high media richness and high interactivity more significantly influence users' trust, perceived value, and attitudes compared to visualizations with low media richness and interactivity. This research provides practical implications for OTA companies regarding offering features that can support enhanced visualization of hotel displays. This study also contributes to enriching tourism research by comparing levels of media characteristics and their impact on booking intention.