This study aims to investigate the impact of hotel website quality, customer engagement, online hotel reviews and perceived credibility on hotel booking intentions. It emphasizes how these factors collectively influence consumers’ decision-making in digital hospitality.
Out of 450 distributed questionnaires, 246 travelers who stayed at four-star hotels completed the survey. Smart-PLS 4.0 was used for data analysis.
The research found that website functionality and credible reviews boost consumer engagement and booking intentions. Hotels should develop secure, high-quality online platforms to enhance customer engagement and increase bookings.
The study offers valuable insights for hotel managers and marketers, emphasizing the importance of website functionality and security in driving consumer interest and boosting direct bookings in a competitive digital market.
This study addresses gaps in the literature by examining the links between website quality, customer engagement, online reviews and booking intentions. It provides strategic insights to enhance hotel brand reputation and booking experiences.
