Abstract:
Technology development leads hospitality and tourism industries to utilize online-based
business activities. In the present scenario, the majority of guests are taking aids of online
travel agencies (OTA) to book accommodation. However, factors affecting guests'
decision making on OTA for hotel booking remains unclear. Also, few studies have been
found on factors affecting guests' decision making on OTA for hotel booking in Sri Lanka
by researchers. Therefore, the objectives of this study were to identify the major factors
influencing on guests' decision making on OTA for hotel booking and to identify the most
influencing factor/s of guest’s decision making on OTA for hotel booking. An instrument
was developed based on previous tourism studies as well as a self-directed survey, and
data were collected from 300 hotel guests of the Kalutara district. Quantitative data were
collected from the sample by using a convenience sampling method. Based on the data
from the survey and using factor analysis, this study identified three influencing factors:
social demographic factors, internal factors, and external factors. Among these
influencing factors, internal factors and external factors were the most affecting factors.
The result further suggested that hotels need to develop their main website with updated
applications. Several recommendations were made to the government and hotels,
regarding further development of this OTA for hotel booking.
Keywords: Five-star hotels, Guest’s decision making, Hotel booking, Online travel
agencies
