How To Build Online Hotel Reservation Intention? The Role of Rational Price, Online Review and Trust in Apps

The presence of third parties that provide smartphone hotel booking applications makes the reservation process faster, flexible, more accessible, and secure. This study aims to identify the intention of hotel guests to make reservations through the application with a focus on rational price factors, online reviews, and trust in apps. Quantitative methods are used to answer the research objectives and hypotheses. Research data reaches from questionnaires distributed online to 170 hotel booking application users who have made reservations on the island of Bali, Indonesia. The tabulation of the questionnaire data was analyzed using PLS-SEM modeling with SmartPLS software. The results of hypothesis testing prove that rational price and online reviews have a positive and significant effect on trust in apps. Finally, rational price, online review, and trust in apps positively and significantly affect intention to a reservation hotel. Online reviews have a dominant influence and contribute to trust in apps.