Understanding intent to use the Internet by group meeting planners

The research presented in this study will examine the relationship between planned use of the Internet and actual use by group meeting planners in the hospitality industry. Understanding the factors that influence meeting planners to choose one hotel over another when it comes to planning and booking a meeting is beneficial to the hotel industry. The methods of hotel distribution have changed over the last decade with the introduction of the Internet, which has changed the way business must be conducted. Understanding the factors that affect planners' intentions can improve the efficiency of a hotels' marketing communications. This study was conducted among a population of active meeting planners and shows the impact of attitude, beliefs, and ease of use on intent to use the Internet to plan a group meeting.