Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/104742
Title: | Millennials' online hotel booking journey : what? How? Why? | Authors: | Wang, Q Leung, D |
Issue Date: | 2019 | Source: | In Y Ekinci, L Sharples, G Viglia, & DGursoy (Eds), Conference proceedings, 9th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference, Portsmouth, UK, 9-12 July 2019, p. 262-272. University of Portsmouth and Washington State University, 2019 | Abstract: | To understand millennials’ booking journey comprehensively and thereby guiding them to reserve hotel accommodations via the lucrative channels, it is of necessity for hotels to capture all the touchpoints and channels employed by customers. Harnessing a mixed-method approach (including scenario-based experiments and think-aloud protocol analyses), this study research and unveil the complexity and diversity of millennials’ online hotel booking journeys. Through the answers from “what”, “how” and “why” diversified channels constitute millennials’ online booking journey, this study provides valuable information to understand millennials’ online hotel booking journey in a bigger picture. | Keywords: | Online hotel booking journey Decision making Multi-touchpoints Multi-channels |
Publisher: | University of Portsmouth and Washington State University | ISBN: | 978-0-9964244-4-8 | Description: | 9th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference - 2019, Portsmouth, United Kingdom, 9-12 July 2019 | Rights: | Posted with permission of the publisher. |
Appears in Collections: | Conference Paper |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Wang_Millennials_Online_Hotel.pdf | 256.5 kB | Adobe PDF | View/Open |
Page views
14
Citations as of Apr 28, 2024
Downloads
2
Citations as of Apr 28, 2024
Google ScholarTM
Check
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.