Impact of Travel Website Services on Consumer Buying Intention: A case of Online Booking in Hospitality Industry of Pakistan

Abstract

This study discusses the impact of a Website Service and Quality on Consumer Buying Intention. The research is specific to Hospitality Industry of Pakistan and the behavior by millennial who are more technology friendly and are considered to be as the future of the nation! This research has an independent variable which is Website Service and Quality which has further four dimensions. That are, Website Functionality, Information Content and Quality, Safety and Security and Appearance & Presentation of the website. These determinants play a significant role in predicting the consumer purchase behavior and reflects the overall quality of a traveling company website. A sample size of total 150 Respondents was taken to represent the overall target population. A questionnaire encompassed of all the variables was circulated to the respondents through Google Forms. The data collected was then analyzed through SPSS and different tests were run to check the significance of the study. The results after the tests indicated that there is a positive relationship between the independent variable of Website Service and Quality and the dependent variable that is Consumer Buying Intention. The researcher has proposed insightful findings to the marketers for improvements in their websites that could in return assist in generating more profits. The study has highlighted an important and interesting aspect of the consumer behavior with respect to their demographics. It has been seen that Female respondent are more sensitive to the Website Quality even when we had more Male respondents in the sample size. Similarly, the results showed that those who have income level below 500,000, those who travel more than once a year and travel for leisure mostly are more prone to get influenced by the independent variables signifying the quality of the website. It has been recommended to the future researchers to conduct a thorough research to study more on these interesting insights and enable Marketers to get benefited from the results.