Analysis of factors affecting intention to make online hotel reservation

In parallel with the needs and demands that have emerged in recent years, there have been great developments in the field of computer and internet technologies. Especially in parallel with the great developments in the field of information and communication technology, technological products have become economically accessible to many segments. Thus, information technology tools, which are in a widespread area of use, have affected the entire living space of individuals. This change in the habits of individuals has been felt very intensely, especially in the tourism sector. In the new order that has emerged, tourists have come to a situation where they make their touristic activities, plans and hotel reservations online instead of traditional methods. For this reason, it is a strategic research topic to investigate the factors that affect the intention of consumers to make online hotel reservations. In this study, the factors affecting consumers' online hotel reservation intention were analysed. By scanning the studies of researchers in the literature, variables that have the potential to affect the online hotel reservation intention have been identified. From these variables, a model was created that focuses on the effects of perceived ease of use, perceived usefulness, perceived pleasure, perceived risk, interaction, perceived cost, image and subjective norms on intention. Data collected from 614 participants, 365 women and 249 men, across Turkey, using the online survey method, were analysed through the structural equation modeling. The results show that perceived usefulness, perceived pleasure, interaction and subjective norm have positive and significant effects on perceived intention. In addition, perceived risk has a negative and significant effect on intention. However, no significant relationship was found between perceived ease of use, perceived cost, perceived image and perceived intention.