See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/338066558 THE EFFECT OF VIDEO PRESENTATION ON HOTEL BOOKING INTENTIONS: A CONCEPTUAL MODEL Article · October 2019 CITATIONS READS 0 42 5 authors , including: Haslinda Hashim Rana Mohsin Ali Universiti Putra Malaysia Putra Business School 36 PUBLICATIONS 91 CITATIONS 14 PUBLICATIONS 2 CITATIONS SEE PROFILE SEE PROFILE Some of the authors of this publication are also working on these related projects: Women leadership at universities View project Religious influences on marketing issues and factors View project All content following this page was uploaded by Rana Mohsin Ali on 20 December 2019. The user has requested enhancement of the downloaded file.
Sci.Int.(Lahore),31(5),779-783 ,2019 ISSN 1013-5316;CODEN: SINTE 8 779 THE EFFECT OF VIDEO PRESENTATION ON HOTEL BOOKING INTENTIONS: A CONCEPTUAL MODEL Dawood Amin 1 , Anuar Shah Bali Mahomed 2 , Yuhanis Binti Ab Aziz 3 , Haslinda Binti Hashim 4 , Rana Mohsin Ali 5 1,2,3,4 Universiti Putra Malaysia, 5 Putra Business School 1 dawoodamin73@yahoo.com, 2 anuar@upm.edu.my, 3 yuhanis@upm.edu.my, 4 haslinda@upm.edu.my, 5 mohsinali149@hotmail.com For correspondence: anuar@upm.edu.my ABSTRACT : The tourism industry has been growing tremendously throughout the world especially during the last two decades. The number of international tourists is forecasted to reach 1.4 billion travelers in 2020. In 2016 only, the hotels worldwide made a revenue of 550 billion U.S. dollars. These figures show the importance of the tourism industry in the general and hotel sector in particular and their significant contribution to the world economy. Consequently, hoteliers are forced to enhance their website design by exploring the factors that affect the booking intention and through understanding the behavior, the needs and the expectations of the travelers since they are in desperate need of solutions to overcome the current challenges and potential risks. The purpose of this study is to develop a conceptual framework to explore the factors that influence the online hotel booking intention and examine the relationship between video presentation and online booking intention utilizing Technology Acceptance Model (TAM) as a theoretical framework. Keywords : Technology acceptance model (TAM), hotel online booking intentions, video presentation. 1. INTRODUCTION regular photo presentations. The result of their study It is fascinating how technology and the Internet have showed that the video presentation had a stronger effect changed our modern life and the way we travel. It is for than images since it provided a higher level of information. sure that the number of Internet users has been growing at Therefore, this research will aim to fill the gap by an incredible rate for the last two decades. According to [1], expanding the literature of the technology acceptance the number of internet users worldwide had increased from Model (TAM) within the hospitality area in general and 1.03 billion in 2005 to 3.58 billion users in 2017. This online hotel booking in particular. The study will propose to helped Electronic Commerce (E-commerce) to flourish and investigate the relations between the main variables within become a strong virtual marketplace. [2] estimated that the TAM and the factors that influence the hotel consumer number of global online shoppers to be around 2.14 billion behavior in the context of online hotel booking and focus on in 2021, while the number of global online shoppers was how video presentation helps reduce these uncertainties by 1.32 billion in 2014. Moreover, the total worldwide examining its effects on online hotel booking. revenue of online sales was 2.3 trillion U.S. dollars generated by 1.66 billion online shoppers in 2017 and it is 2. LITERATURE REVIEW expected for the revenue to be doubled and reach 4.48 2.1 Technology Acceptance Model (TAM) trillion U.S. dollars internationally in 2021 [3]. Around 31 [13] [14] [15] Davis developed the framework of the percent of total online sales were created by travel and technology acceptance model (TAM), which was built on tourism products when online shoppers around the world the theory of reason action (TRA) of Ajzen and Fishbein spent 564 billion U.S. dollars on traveling and tourism and the theory of planned behavior (TPB) of Ajzen. It products in 2016. The sales of online travel shopping are studies the behavior of computer users and their acceptance expected to be increased to 817.54 billion U.S. dollars in of a certain technology through recognizing the 2020 [4]. relationships between perceived usefulness (PU) and However, intangibility is the main feature that distinguishes perceived ease of use (PEOU) [13]. Even though these two services products from regular and physical products [5]. It factors affect the attitude of information technology users means that online purchasers are experiencing some sort of [16], PEOU also has a significant relationship with PU on uncertainties about the desired products since they are technology adoption [17]. While PU is determined as the intangible [6]. However, purchasing services over the main factor in information technology for boosting the task Internet is even more complicated since the online of effectiveness, PEOU is defined as the main factor for customers are not sure if the purchased products will match using technological systems without any efforts. The strong their expectations [7]. Therefore, within online hotel relationship between these factors is based on the booking, more requirements are needed to overcome the assumption that using a certain system is useful once it is uncertainties and ambiguities due to the intangible nature of easy to use [15]. service products such as booking a hotel room [8]. The Whilst TAM was adopted for predicting the actual usage of hoteliers are keen to develop their website design to attract ICT at workplace [13], TAM has kept extending by adding more customers or at least to maintain their market share. different variables to the original framework and has been They could influence the customers by adding and creating utilized in different fields such as organizational culture in a vivid video presentation on their website where online the field of email usage [19], trust in the field of purchasing customers can obtain detailed information regarding the online travel products [15], e-shopping quality, enjoyment features of the hotel rooms and facilities [9]. As a result, and trust in the field of online shopping [20], perception of the customers would feel familiar and attached to what they privacy risk and intrusiveness concerns in the field of expect before they intend to make the booking because they online purchasing [21], satisfaction and perceived may demand more extensive information and video interactivity in the field e-library [22], and compatibility in presentation [10]. the field of using information technology in higher Furthermore, [12] described how the format of visual education institutions [23]. presentation such as video content was different from September - October
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