DOES EWOM AFFECTS GEN Z DECISION IN ONLINE BOOKING HOTEL APPLICATION?

Abstract

Purpose: The purpose of this study is to investigate the factors of eWOM affecting online hotel bookings with the Generation Z booking app. In particular, it can be better understood by analyzing the relationship between the three eWOM variables (Valence, Quantity of eWom, Quality of EWOM), the Technology Acceptance Model (TAM), and hotel booking intention. Theoretical framework: This study classifies eWOMs and technology acceptance models based on research by many authors. Design/methodology/approach: Use the PLS-SEM method to analyze data collected from online surveys conducted on a 210 Gen Z sample to evaluate the theory behind the study. Findings:The survey made three findings: (1) perceived usefulness is an important factor in users' decisions about the acceptance and adoption of technology in online hotel booking, and (2) perceived enjoyment can also create a positive experience and increase user satisfaction after using the technology. This may lead to continued use, maintenance, and enhanced support in the future for online hotel booking technology, (3) perceived of ease use and user-friendly experience created in ease also helps to reduce distractions and stress for users. This can lead to greater satisfaction, continued use, and improved future support for the technology. The research on online hotel booking has yielded a lot of valuable information about the travel market, consumer behavior, and technological developments. Research, Practical & Social Implications: In a completely new digital era with the strong participation of Internet use, eWOM has become a decisive factor, an essential factor contributing immensely to the tourism industry in general and hotel booking through online hotel booking applications in particular.