Factors Affecting the Online Hotel Reservation: A Multiple Regression Analysis

Purpose: Now-a-days online hotel reservations find very sensitive part among any activity performed by individuals where we can see that consumers are facing a lot of difficulties and risks in order to confirm their bookings, because with the passage of time it’s been found that the internet usage is increased likewise risk factors and fraudulent activities have also been taking place more frequently so that’s why people feel hesitations and confusions in order to confirm their bookings because now-a-days as much internet usage have been increased likewise risk factors and fraudulent activities have also been taking place more frequently so that’s why people feel hesitations and confusions in order to find their hotel reservations done.Design/Methodology/Approach: The purpose of this research study will be a detailed nature creating use of data and information asked from the research instruments. The study adopted two major research approaches, namely qualitative approach and quantitative approach during data collection and presentation. Random sampling is used as a sampling technique.Findings: Overall results indicate that Security Risk, Financial Risk, Trust, and Consumer psychology all are important dimensions of online reservations. All these variables are important for an organization’s functions and increasing efficiency and effectiveness.Implications/Originality/Value: This study can be helpful for all the hospitality industry related organizations who want to measure risk factors for online reservations. Organizations in private sectors and other industries can also be included in further research work. Managers should make sure that they and their subordinates follow the process flows on online sales of their brand, and do not make any exceptions.&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&