An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media

Anastasios-Ioannis Theocharidis, Maria Argyropoulou, George Karavasilis, Vasiliki Vrana and Evangelos Kehris
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Anastasios-Ioannis Theocharidis: Department of Business Administration, Business School, International Hellenic University, 621 24 Serres, Greece
Maria Argyropoulou: School of Humanities Social Sciences and Economics, International Hellenic University, 57 001 Thessaloniki, Greece
George Karavasilis: Department of Business Administration, Business School, International Hellenic University, 621 24 Serres, Greece
Vasiliki Vrana: Department of Business Administration, Business School, International Hellenic University, 621 24 Serres, Greece
Evangelos Kehris: Department of Business Administration, Business School, International Hellenic University, 621 24 Serres, Greece

Sustainability, 2020, vol. 12, issue 21, 1-20

Abstract: Today, social media have become a major trend, and consumers are engaging more and more in the social media platforms used by hotels. This does not mean that they book a hotel room via social media, as the booking process is a complex one. The paper investigates the factors that affect users’ intention to book a hotel room using social media applications. The recent enforcement of General Data Protection Regulation (GDPR) in the European Union and California Consumer Privacy Act (CCPA) in California may have an impact on consumers’ behavior. To investigate this further, the study integrates into a model the following constructs: Perceived ease of use, perceived usefulness, trust in online hoteliers, social media use, and permission-based-acceptance. The survey was conducted on Greek users of social media. An online questionnaire was used for data collection. The conceptual model was tested using Structural Equation Modeling (SEM) analysis. The study identified four factors that directly or indirectly influence consumers’ intention to book hotel rooms through social media. Usefulness directly affects intention to book online. Permission-based acceptance plays a core role in the model. Both constructs trust in online hoteliers and social media use, and have a direct positive effect on permission-based acceptance, whereas permission-based acceptance has a direct positive influence on intention to book through social media. The validated model stretches the need for hoteliers to obtain permission from consumers in carrying out their marketing activities. It is important for hotel owners, managers, and social media specialists to keep consumers in mind, offer them useful information and services, and have a trustworthy behavior in order to boost bookings through social media.

Keywords: perceived ease of use; perceived usefulness; trust to online hoteliers; social media use; permission-based-acceptance; SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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