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Title: | Communication, Website Usability, Price Value, and Trust Affecting Decision to Book Hotel Online of Chinese Tourists in Bangkok |
Authors: | Caiyuan Huang |
Keywords: | Decision to Book Hotel Online Website Usability Price Value Communication Trust |
Issue Date: | 29-Jan-2019 |
Publisher: | Bangkok University |
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. |
Description: | Independent Study (M.B.A)--Graduate School, Bangkok University, 2018 |
Subjects: | Hotels -- Reservation systems Reservation systems Hotels Hotels -- Decision making |
Advisor(s): | Nittana Tarnittanakorn |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/3778 |
Appears in Collections: | Independent Studies - Master Independent Studies
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