Using the decision tree model, this study aims to understand the online travelers booking behaviors on Expedia.com, by examining influential determinants of online hotel booking, especially for longer-stay travelers. The geographical distance is also considered in understanding the booking behaviors trisecting travel destinations (i.e. Americas, Europe and Asia).
The data were obtained from American Statistical Association DataFest and Expedia.com. Based on the US travelers who made hotel reservation on the website, the study used a machine learning algorithm, decision tree, to analyze the influential determinants on hotel booking considering the geographical distance between origin and destination.
The results of the findings demonstrate that the choice of package product is the prioritized determinant for longer-stay hotel guests. Several similarities and differences were found from the significant determinants of the decision tree, in accordance with the geographic distance among the Americas, Europe and Asia.
This paper presents the extension to an existing machine learning environment, and especially to the decision tree model. The findings are anticipated to expand the understanding of online hotel booking and apprehend the influential determinants toward consumers’ decision-making process regarding the relationship between geographical distance and traveler’s hotel staying duration.
This research brings a meaningful understanding of the hospitality and tourism industry, especially to the realm of machine learning adapted to an online booking website. It provides a unique approach to comprehend and forecast consumer behavior with data mining.
