How does the hotel reviews from websites affect the rate of hotel booking of Centara hotels and resorts?

Abstract

In recent years, online channel becomes a platform to generate sales. Before deciding to purchase customer will consult with reviews on internet. As customer tend to participate in the internet of things, this paper applies the factors impact customer decision on booking intention. The purpose of this experiment approach is to examine the influencing factors of occupancy rate in order to analyze performance of hotel. The research presents the result of regression that has been tested through the paper along with hypotheses related to the booking intention. As deluxe hotel could impact customer who prefer quality rather concern about the cost. The customer who decide to purchase a room would concern more on quality of service, positive brand image would increase brand awareness. This study finds that the effect of other factors is important to enhance occupancy rate of Centara.