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22Jun

PERILAKU SEGMEN PASAR ONLINE DALAM MEMBUAT PEMESANAN KAMAR HOTEL

I GUSTI PUTU NGURAH BUDIASA

STP Nusa Dua Bali

 

DIAH SASTRI PITANATRI

STP Nusa Dua Bali

 

ABSTRACT

Theutilization of internet in hotel marketing is the right choice to respond theglobal competition and dynamic development in the market place. The purpose of this study is to describe the profileand behaviors of online market segment to the hotel room reservation. Data werecollected by self administered questionnaire by guests who made theirreservation through hotel website and Online Travel Agents (OTAs), and wereanalyzed using factor analysis. The result shows that online market segmentswere dominated from Australia, Europe, Americaand Asia, with the age group of 20 50 years old, from all occupations. Thebehaviors of online market segments show that 80% making reservation through OTAsand 20% from website hotel, 67% deciding hotel less than three months inadvance, 33% finding hotel information from friends and relatives, 30% respectivelyfrom hotels website and OTAs, 75% deciding hotel after checking customerreviews of that hotel, 90% will return to the hotel if they satisfied with thequality of products and services.


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Keywords: onlinemarket segment, consumer behaviors