A Reasearch On Factors Affecting Online Hotel Booking Channels Based On Conjoint Analysis

With the rapid development of Internet technology, e-tourism is based on Internet, make tourists search for information and book tourism products, e-tourism market is developing very quickly. In2013, China’s e-tourism market’s profit reaches to22.04billion, while only covers2.3%in e-commerce market, OTA market’s profit reaches to1.17billion; until2013, number of China’s netizens reaches to0.618billion, and e-tourists is0.181billion, which covers29.3%, there is still much room for e-tourism market’s profit and number of e-tourists growing.There are many types of online booking channels in China. Because of the similarity of booking properties、capital and management, there appears conflict and contradictory between hotels and OTAs、OTAs and OTAs, which affects healthy and orderly development in e-tourism market.Since China’s first economy chain hotel JinJiang Inn opened in May,1996, economy chain hotels grow very fast, reach to12727hotels in few decades, and form some strength and large scale hotel chain brand, such as Home Inn、7days、 Hanting、JinJiang Inn、Green Tree Inn and so on, these hotels build its official website, and still in corporation with OTA, then for e-tourists, why they choose this hotel online booking channel instead of that one, there is still no answer, this is why I will do the research.This research will use conjoint analysis to analyze factors affect economy chain hotel online booking channels. Firstly, review articles to find out factors; secondly, pretest、interview some e-tourists to find out attributes and scales, build a hotel online booking channels model; thirdly, orthogonal design to design the questionnaire by SPSS17.0, use Internet to send out questionnaires, through micro-blog to collect valid data; Lastly, use SPSS to make conjoint analysis and statistical analysis.This research’s result is that hotel official website is better than OTA in website response、website security、website information quality; while in website design、 website system reliability and easy to compare(room type、transportation) OTA is better than hotel official website, and suggest some advice on how to manage online hotel booking channels in hotel official website.There are three innovations in this research. Firstly,strengthen the theory. Chinese scholars from e-tourist’s perspective view research on e-tourist’s satisfaction and preference of product;about online hotel booking channels, Chinese scholars from macro-view to find out factors which affect network distribution and its own website; from micro-view to find out factors which affect one hotel booking channel.This research is from e-tourist’s preference perspective view to find out factors affect different booking channels, to enrich the theory of tourist preference、ehaviour of etourists、hotel online booking channels and user experience. Secondly,build a model which-explains factors affect channel selection includes6attributes.Lastly, use conjoint analysis to research on online hotel booking channels. Conjoint analysis is widely used in marketing, its advantage in describing and analyzing how consumers make choices in multi-attributes and scales is incomparable, this research will use conjoint analysis to enrich empirical research on e-tourist behaviour in China.There are-three limitations in this research; Firstly, attribute and scale. This research is to let e-tourists score questionnaires and interview some of them to find out attributes and scales, not get attributes and scales from experts. Secondly, questionnaire. For interviews, when they face similar questions and can hardly find differences, wilt be confused, sometimes cann’t express their own thought; Lastly, the number of questionnaires. Because of my own ability, only collect208valid questionnaires, may affect the overall persuasive.