Research On The Impact Of Online Hotel Information Presentation On Consumers' Booking Intention

With the rapid arrival of the Internet era,the emergence of various online shopping platforms has prompted consumers to change their traditional product purchase habits.The simple operation process of the website and the low cost of information acquisition make the active search of the network platform become the main way for consumers to obtain product information before purchasing.At present,more and more consumers rely on the Internet platform for hotel reservation,and the Internet has become an important channel for information dissemination of hotel products.Consumers usually get a basic understanding of hotel information by browsing the information content presented by the website.So what kind of information can arouse consumers' attention and what kind of content can make consumers have stronger booking intentions become a common question for online hotel booking websites to think about.Studying the impact of website information content presentation on consumers' purchase intention in the era of Internet can not only help enterprises better understand consumers' information preferences in the network environment,but also provide useful reference for enterprises to formulate more reasonable information content strategies and more competitive network marketing.This paper will focus on online hotel information content,and discuss the impact of hotel information content presentation on consumers' booking intention in the network environment.Based on the summary of relevant literature and theoretical support,this paper proposed the research points of the paper,constructs the relationship model between hotel feature information,service quality information,user comment information,website guarantee information and online trust and booking intention,and puts forward nine relationship hypotheses based on the combing of existing research results.This paper select Ctrip Travel Network as the research object,the questionnaire of the study was designed through the measurement of the study variables and the test in preliminary investigation stage,and conduct an empirical investigation on the relationship between the content of its hotel information and consumers' booking intention.Through the analysis and summary of data results by SPSS22.0 and AMOS21.0 statistical software,it is found that service quality information,user comment information and website guarantee information have positive effects on online trust,while Hotel feature information has no significant impact on online trust;Hotel feature information,service quality information,user comment information has a positive impact on consumers' online booking intention,while the impact of website guarantee information on booking intention has not been verified;consumers' online trust attitude has a positive impact on booking intention.To this end,this paper puts forward some management suggestions for Ctrip Travel Network on the hotel information content presentation,such as strengthen the quality of service information and improve the level of service information;attach importance to the management of commentary information and constantly improve the content of information;strengthen the construction of guarantee information and improve the trust guarantee system;do a good job of hotel information display and enhance product awareness;enhance consumer trust perception and enhance the level of experience-based service.It is hoped that Ctrip can further understand consumers' attitudes towards hotel information content,standardize the presentation of hotel information content on the website,and carry out accurate online marketing of hotel products,so as to present hotel information more pertinently,provide consumers with better information services,and promote the sustainable development of hotel booking business on the website.