THE INTERACTION EFFECTS OF PRICE AND CANCELLATION POLICIES ON ONLINE HOTEL BOOKING INTENTIONS: A BETWEEN-SUBJECTS FACTORIAL EXPERIMENT IN THAILAND
จำนวนผู้เข้าชม
17
THE INTERACTION EFFECTS OF PRICE AND CANCELLATION POLICIES ON ONLINE HOTEL BOOKING INTENTIONS: A BETWEEN-SUBJECTS FACTORIAL EXPERIMENT IN THAILAND
เปิดลิงก์เอกสาร
| Collection | RMUTK Research Repository (RMUTK IR) วารสารวิชาการ — e-Journal Articles |
| ID RMUTK Digital | RMUTK000184 |
| Title | THE INTERACTION EFFECTS OF PRICE AND CANCELLATION POLICIES ON ONLINE HOTEL BOOKING INTENTIONS: A BETWEEN-SUBJECTS FACTORIAL EXPERIMENT IN THAILAND |
| Alternative title | THE INTERACTION EFFECTS OF PRICE AND CANCELLATION POLICIES ON ONLINE HOTEL BOOKING INTENTIONS: A BETWEEN-SUBJECTS FACTORIAL EXPERIMENT IN THAILAND |
| Authors | ผศ.ดาราวรรณ ไศลมณี ผศ.ชยินทร์ธร ธาดาดุสิตา อ.ดร.เอกชัย อัครเดชเรืองศรี อ.ดร.นิพาภรณ์ แสงสว่าง ผู้แต่งหลัก นางสาวณัฏฐกานต์ ณ ไพรี Corresponding |
| Faculty | คณะศิลปศาสตร์ |
| Journal Title | วารสารศิลปศาสตรราชมงคลสุวรรณภูมิ |
| ISSN | 2730-1982 |
| Volume / Issue / Pages | Vol.3 | No.7 | pp.1-14 |
| Published | 2025-07-30 |
| Year | 2568 |
| Level | ระดับชาติ (TCI) TCI กลุ่ม 1 |
| DOI | - |
| Funding Source | ทุนส่วนตัว |
| Abstract | This research investigates 1) the interaction effects of pricing strategies and cancellation policies on consumers' online hotel booking intentions and 2) how these factors interact to influence booking intentions. Employing a rigorous experimental design with a two-way ANOVA, the study analyses how individual and combined factors influence consumer behaviour in the online hospitality market. The sample consisted of 510 participants, selected through purposive sampling. Data was collected through a questionnaire using a 2x3 factorial, between-subjects, and analysed using descriptive statistics and Two-way ANOVA. The research results were found as follows: A significant interaction exists between price and cancellation policies, indicating that flexible cancellation options can boost booking intentions, even at higher prices. The presence of a favourable cancellation policy, such as a full refund for cancellations made at least seven days in advance, significantly increases the likelihood of consumers booking more expensive hotel rooms. Cancellation policies play a vital role in shaping consumer perceptions of value and reducing perceived risks associated with online hotel bookings, providing hoteliers with a valuable tool to influence booking behaviour. The findings contribute to the existing literature by offering valuable insights into the decision-making framework of travellers, suggesting that hospitality operators should carefully integrate pricing and cancellation policies to align with consumer preferences. Moreover, this research highlights the importance of understanding the interplay between various factors influencing consumer behaviour, offering strategic implications for marketing and operational practices in the hospitality sector. Future studies are recommended to explore additional variables, such as service quality and brand reputation, to further unravel the complexities of consumer booking intentions in the evolving digital landscape of hotel reservations. |
| Abstract (EN) | This research investigates 1) the interaction effects of pricing strategies and cancellation policies on consumers' online hotel booking intentions and 2) how these factors interact to influence booking intentions. Employing a rigorous experimental design with a two-way ANOVA, the study analyses how individual and combined factors influence consumer behaviour in the online hospitality market. The sample consisted of 510 participants, selected through purposive sampling. Data was collected through a questionnaire using a 2x3 factorial, between-subjects, and analysed using descriptive statistics and Two-way ANOVA. The research results were found as follows: A significant interaction exists between price and cancellation policies, indicating that flexible cancellation options can boost booking intentions, even at higher prices. The presence of a favourable cancellation policy, such as a full refund for cancellations made at least seven days in advance, significantly increases the likelihood of consumers booking more expensive hotel rooms. Cancellation policies play a vital role in shaping consumer perceptions of value and reducing perceived risks associated with online hotel bookings, providing hoteliers with a valuable tool to influence booking behaviour. The findings contribute to the existing literature by offering valuable insights into the decision-making framework of travellers, suggesting that hospitality operators should carefully integrate pricing and cancellation policies to align with consumer preferences. Moreover, this research highlights the importance of understanding the interplay between various factors influencing consumer behaviour, offering strategic implications for marketing and operational practices in the hospitality sector. Future studies are recommended to explore additional variables, such as service quality and brand reputation, to further unravel the complexities of consumer booking intentions in the evolving digital landscape of hotel reservations. |
| Keywords (TH) | Hotel Booking IntentionCancellation PolicyPriceHotel Managementconsumer Behaviour |
| Keywords (EN) | Hotel Booking IntentionCancellation PolicyPriceHotel Managementconsumer Behaviour. |
| Access Level | Open Access (เปิดสาธารณะ) |
ลิงก์แหล่งเผยแพร่
เอกสารฉบับเต็ม (ลิงก์ภายนอก)
https://so03.tci-thaijo.org/index.php/art/article/view/288881/191247
รายการที่เกี่ยวข้อง
การศึกษาเปรียบเทียบสถาปัตยกรรม YOLO สำหรับการตรวจจับข้อบกพร่องบนรอยเชื
ผศ.สุรเทพ แป้นเกิด · 2569 · 5,067
การจําแนกข้อความ SMS ภาษาไทย จากมิจฉาชีพ ด้วย Machine Learning
ผศ.สุรเทพ แป้นเกิด · 2569 · 4,986
เครื่องต้นแบบพัฒนาภาษามือโดยใช้เทคโนโลยี IoT
ผศ.สุรเทพ แป้นเกิด · 2569 · 4,910
การวิเคราะห์ความเสี่ยงด้านการสื่อสารข้ามวัฒนธรรมที่มีอิทธิพลต่อประสิทธ
ผศ.ดร.ณัฐรฐนนท์ กานต์รวีกุลธนา · 2569 · 4,898