Applying the S-O-R Framework in Online Hotel Bookings: Literature Review
DOI:
https://doi.org/10.47747/fmiic.v1i1.2611Abstract
This study aims to investigate the factors influencing customers' online hotel booking intentions in the post-COVID-19 pandemic context. Drawing on the Stimulus-Organism-Response (S-O-R) framework, the research proposes to measure three stages leading to behavioral intention: the stimulus stage, the organism stage, and the response stage. The findings are expected to provide valuable insights for the hospitality industry to better understand and respond to changing customer behavior in the post-pandemic recovery period. Base on reviewed previous research about S-O-R model and hotel booking intention, this article proposition five independent variables including information quality, perceived interactivity, safety and privacy, price and promotion and electronic word of mount (e-WOM) as stimulus stage. These stimuli are possible to effect to perceived value in organism stage and positive push up Online hotel booking intention. As this research mainly focus on conceptual framework propose, this framework need to be test in more specific context to prove the practical applicable in hospitality industry.
References
Abdullah, D. (2016). Factors influencing online hotel booking intention: A conceptual framework from stimulus-organism-response perspective. In International Academic Research Journal of Business and Technology (Vol. 2, Issue 2, pp. 129–134).
Ajzen, I. (1991), “The theory of planned behavior”, Organizational behavior and human decision processes, 50(2), 179-211.
Blanding, W. (1989). What is a Customer?. In: Practical Handbook of CUSTOMER SERVICE OPERATIONS. Springer, Boston, MA. https://doi.org/10.1007/978-1-4613-1645-9_2
Buxbaum, O. (2016). The S-O-R-Model. In Key Insights into Basic Mechanisms of Mental Activity (pp. 7–9). Springer International Publishing. https://doi.org/10.1007/978-3-319-29467-4_2
Chen, Y., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems, 107(1), 21–36. https://doi.org/10.1108/02635570710719034
Đào, T. T. X., Vinh, T., & Anh, L. N. T. (2023). Hành vi thanh toán kỹ thuật số của khách hàng việt Nam - Áp dụng mô hình S-O-R. Kinh Tế và Dự Báo, 18.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing. 18 (4), p.36-44.
Hamid, A. A., Razak, F. Z. A., Bakar, A. A., & Abdullah, W. S. W. (2016). The Effects of Perceived Usefulness and Perceived Ease of Use on Continuance Intention to Use E-Government. Procedia Economics and Finance, 35, 644–649. https://doi.org/10.1016/S2212-5671(16)00079-4
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hsu, C.-L., Chang, K.-C., & Chen, M.-C. (2012). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and E-Business Management, 10(4), 549–570. https://doi.org/10.1007/s10257-011-0181-5
Hue Minh, N., Thu Ha, N., Chi Anh, P., & Matsui, Y. (2015). Service Quality and Customer Satisfaction: A Case Study of Hotel Industry in Vietnam. Asian Social Science, 11(10). https://doi.org/10.5539/ass.v11n10p73
Hung, N. P. (2021). A Fuzzy Analytic Hierarchy Process (FAHP) Based on SERVQUAL for Hotel Service Quality Management: Evidence from Vietnam. Journal of Asian Finance, Economics and Business, 8(2), 1101–1109. https://doi.org/10.13106/jafeb.2021.vol8.no2.1101
Hương, C. T. M. (2021). Ảnh hưởng của chất lượng thông tin tới hành vi mua hàng ngẫu hứng trên sàn thương mại điện tử tại Việt Nam. Trường Đại Học Kinh Tế Tp. Hồ Chí Minh.
Kết quả kinh doanh của ngành du lịch. (2023). TỔNG CỤC THỐNG KÊ. https://www.gso.gov.vn/
Ly, V. (2023). OTA nội địa xoay xở tìm cách sống cạnh các ‘ông lớn.’ Kinh Tế Sài Gòn. https://thesaigontimes.vn/ota-noi-dia-xoay-xo-tim-cach-song-canh-cac-ong-lon/
Mori, Yasuhiro & Nakamata, Tomoko & Kuwayama, Risa & Yuki, Shintaro & Ohnuma, Susumu. (2024). Developing the littering behavior model focusing on implementation intention: a challenge to anti-environmental behavior. Journal of Material Cycles and Waste Management. 26. 10.1007/s10163-024-01909-7.
Ngành Du lịch Trực tuyến Việt Nam - Phân tích Quy mô Thị phần - Xu hướng Dự báo Tăng trưởng (2024 - 2029). (2024). Mordor Intelligence. https://www.mordorintelligence.com/
Nguyen Huu, T., Nguyen Ngoc, H., Nguyen Dai, L., Nguyen Thi Thu, D., Truc, L. N., & Nguyen Trong, L. (2024). Effect of tourist satisfaction on revisit intention in Can Tho City, Vietnam. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2322779
Nguyen, M. H., Armoogum, J., & Nguyen Thi, B. (2021). Factors Affecting the Growth of E-Shopping over the COVID-19 Era in Hanoi, Vietnam. Sustainability, 13(16), 9205. https://doi.org/10.3390/su13169205
Nguyen, T. H., & Loo, P. T. (2024). “Boss, I am gonna to quit!!!” The resignation experiences of hotel employees in Vietnam. International Journal of Hospitality Management, 119, 103726. https://doi.org/10.1016/j.ijhm.2024.103726
Pham Phu, S. T., Fujiwara, T., Hoang, M. G., Pham, V. D., & Tran, M. T. (2019). Waste separation at source and recycling potential of the hotel industry in Hoi An city, Vietnam. Journal of Material Cycles and Waste Management, 21(1), 23–34. https://doi.org/10.1007/s10163-018-0807-5
Phương, H. N., An, N. T., & Huyền, K. N. (2023). Ứng dụng mô hình SOR nghiên cứu các yếu tố ảnh hưởng hành vi né tránh quảng cáo của người dùng Youtube tại thành phố Cần Thơ. TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH - KINH TẾ VÀ QUẢN TRỊ KINH DOANH, 18(5), 73–84. https://doi.org/10.46223/HCMCOUJS.econ.vi.18.5.2246.2023
PHUONG, V. H., & HUY, H. T. (2022). EFFECTS OF TEAMWORK ON EMPLOYEE PERFORMANCE: A CASE STUDY OF THE HOTEL SECTOR IN CAN THO CITY, VIETNAM. GeoJournal of Tourism and Geosites, 41(2), 472–476. https://doi.org/10.30892/gtg.41218-852
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.tourman.2010.12.011
Tan, C. (2015). The Impact of Hotel Website Quality on Customer Reservation. UNLV Theses, Dissertations, Professional Papers, and Capstones, 5–6. https://digitalscholarship.unlv.edu/thesesdissertations/2600
Tien Minh, N., Thi Thu Ha, N., & Duc Duong, N. (2022). Developing E-Commerce In Vietnam. In Journal of Positive School Psychology (Vol. 2022, Issue 8, pp. 5839–5848). http://journalppw.com
Trang, H. L. T., Lee, J.-S., & Han, H. (2019). How do green attributes elicit pro-environmental behaviors in guests? The case of green hotels in Vietnam. Journal of Travel & Tourism Marketing, 36(1), 14–28. https://doi.org/10.1080/10548408.2018.1486782
Tsao, W.-C., Hsieh, M.-T., Shih, L.-W., & Lin, T. M. Y. (2015). Compliance with eWOM: The influence of hotel reviews on booking intention from the perspective of consumer conformity. International Journal of Hospitality Management, 46, 99–111. https://doi.org/10.1016/j.ijhm.2015.01.008
Tuan, N. P., & Linh, N. T. H. (2014). IMPACT OF SERVICE QUALITY PERFORMANCE ON CUSTOMER SATISFACTION: A CASE STUDY OF VIETNAM’s FIVE STAR HOTEL. ABAC JOURNAL, 34(3), 53–70. http://www.assumptionjournal.au.edu/index.php/abacjournal/article/view/568
Vinh, H. (2022). Cú huých Covid-19 và hai làn sóng thương mại điện tử của Việt Nam. Tạp Chí Kinh Tế Việt Nam. https://vneconomy.vn/cu-huych-covid-19-va-hai-lan-song-thuong-mai-dien-tu-cua-viet-nam.htm
Wang, H., Meng, Y., & Wang, W. (2013). The role of perceived interactivity in virtual communities: building trust and increasing stickiness. Connection Science, 25(1), 55–73. https://doi.org/10.1080/09540091.2013.824407
Wixom, B. H., & Todd, P. A. (2005). A Theoretical Integration of User Satisfaction and Technology Acceptance. Information Systems Research, 16(1), 85–102. https://doi.org/10.1287/isre.1050.0042
Wong, J., & Law, R. (2005). Analysing the intention to purchase on hotel websites: a study of travellers to Hong Kong. International Journal of Hospitality Management, 24(3), 311–329. https://doi.org/10.1016/j.ijhm.2004.08.002
Wu, G. (1999). Perceived Interactivity and Attitude toward Website. 254–262. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=c1f977e07ff306ca9ceb9b5ede8622bec2ac6cbe
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31. https://doi.org/10.2307/1251929
