Communication, Website Usability, Price Value, and Trust Affecting Decision to Book Hotel Online of Chinese Tourists in Bangkok

Abstract

This independent study was aimed to explore communication, website usability, trust, and price value affecting decision to book hotel online of Chinese tourists in Bangkok. The survey questionnaire was used as an instrument for collecting the primary data. The sample size was 110 Chinese tourists in Bangkok. The statistics of data analysis were reliability analysis, descriptive statistical analysis, and multiple regression analysis. The results were found that the majority of respondents were females with 20-39 years of age. They were students and earned an average monthly income less than CNY 4,000. Most of them completed bachelor’s degrees. Based on the findings, the trust and price value had influence while the communication and website usability had no influence on decision to book hotel online of Chinese tourists in Bangkok.