![]() The result shows that online market segments were dominated from Australia, Europe, America and Asia, with the age group of 20-50 years old, from all occupations. Data were collected by self-administered questionnaire by guests who made their reservation through hotel website and Online Travel Agents (OTAs), and were analyzed using factor analysis. By looking at the dependent of dynamic parameters, the study shows the importance of the knowing guest behavior in 1) reservation method preference 2) hotel information search 3) confirming reservation and 4) post purchase behavior. Case study is based on the behavior of online market in Bali in relation to global trends in the context of online sales and marketing. ![]() The purpose of this paper is giving an in depth idea of how online customers behave when making a room reservation. ![]() In terms of this exponential growth of hospitality industry, it is mandatory for hotels to formulate strategies in increasing online sales with the use of online sales channels in order to survive in the market.
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