International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 5 September-October 2024 Submit your research before last 3 days of October to publish your research paper in the issue of September-October.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 6 Issue 5
September-October 2024

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Digital Technology's Role in Influencing Hotel Booking Intention: The Direct Impact of Negative Review Valence and the Moderating Effects of Brand Image, Star Category, and Gender within Indonesian Tourism OTAs

Author(s) Rania Salsabila, Citra Kusuma Dewi, Putu Nina Madiawati
Country Indonesia
Abstract An increasing number of individuals are using online platforms particularly on travel and tourism online platforms, as individuals may now conveniently reserve hotel rooms and take advantage of online travel agencies (OTAs). Online customer reviews (OCR) especially on OTAs have been found to impact hotel booking intention. OCR can be positive (positive review valence/PCR) or negative (negative review valence/NCR). OCRs are quite useful for prospective customers when deciding what to book. In addition, variables like brand image, star category, and gender have an impact on how OCR influences hotel booking intentions. This research examines how negative review valence (NRV) impacts hotel booking intention. It also considers how the relationship is influenced by moderating variables such as brand image, star category, and gender. A quantitative method is employed in this research by utilizing PLS-SEM (Partial Least Square Structural Equation Modelling) data analysis tools together with surveys. The findings indicate that negative review valence significantly impacts hotel booking intention and that this influence is also influenced by brand image, star category, and gender. In addition, the implementation of digital technology in Indonesian tourism through OTAs amplifies the impact of such reviews by providing easy and transparent access to information for consumers, thus helping them make more informed booking decisions.
Keywords Negative Review Valence, Brand Image, Star Category, Gender and Hotel Booking
Field Business Administration
Published In Volume 6, Issue 5, September-October 2024
Published On 2024-09-09
Cite This Digital Technology's Role in Influencing Hotel Booking Intention: The Direct Impact of Negative Review Valence and the Moderating Effects of Brand Image, Star Category, and Gender within Indonesian Tourism OTAs - Rania Salsabila, Citra Kusuma Dewi, Putu Nina Madiawati - IJFMR Volume 6, Issue 5, September-October 2024. DOI 10.36948/ijfmr.2024.v06i05.27237
DOI https://doi.org/10.36948/ijfmr.2024.v06i05.27237
Short DOI https://doi.org/gwfgms
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 6 Isu 5Cover Page Vol 6 Isu 4Cover Page Vol 6 Isu 3

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9898-5948-55 editor@ijfmr.com