A Research Of Factors Affecting Customer Selection Of Online Hotel Booking Channels

In recent years,the steady rise of national income level,the increasing travel budgets,matureness of the social network platform,the development of mobile intelligent terminal constantly promoted the rapid growth of online travel booking market in China.As one of the three pillar industries of tourism development,the hotel industry also has an important place in the online travel market.But it also exposed some problems.Durable price war weakened OTA's profits,damage the interests of the hotel.Through positivist research,this article will explore what other factors will affect consumers' choice of hotel online booking channels beside the price.According to the related literature at home and abroad and related theoretical basis,this article divide factors affecting customer selection of online hotel booking channels into three categories,including consumer's personal characteristics(gender,age,education,income,occupation,booking experience),product factors(diversity,hotel prices,hotel reviews,hotel information),web site factors(web services,web design,transaction security,website convenience,website visibility,website reputation).On basis of the survey data,this article uses the SPSS21.0 software to analyze the data,and carries out reliability analysis,validity analysis,sample analysis,analysis of variance,,correlation analysis and regression analysis.Analyze if there was a significant difference between consumers' choices of online hotel booking channels.Use multiple linear regression method to study the correlation and influence degree between product factors,website factors and consumers' online hotel booking channel choices.The results showed that consumers with different degree,different income and different online hotel booking experience have significant difference when they choose a hotel oneline booking channels.Product factors,websites factors are positively correlated with consumers' choices of online hotel booking channels.Website services has the greatest impact on consumers' online hotel booking choices,followed by the website visibility,transaction security,hotel prices,websites convenience,hotel reviews,hotel website design and diversity.