PERCEIVED VALUES OF THE HOTEL WEBSITE QUALITY AND BEHAVIORAL LOYALTY AMONG BABY BOOMERS

  • Nur Syahira Bibit Ms.
  • Muhammad Izzat Zulkifliy Dr.

Abstract

Abstract


Majority of the customers prefer to browse at the details and make transactions from other online travel companies using the hotel websites. Hotels need to know what factors motivate their clients to use and reserve their websites and therefore make them loyal customers. This research focuses on three dimensions of the hotel website's perceived values towards behavioral loyalty among baby boomers due to a common perception that they are eager to embrace new technologies.  There have been surveys that say baby boomers are as obsessed with their smartphones as Millennials and spend their time at home with the smartphone to communicate with friends and family members as well as searching for some details. They are still considered one of the industry's most competitive business segments, and the key objective of this research is to empirically examine the impact of the hotel website content on the behavioral loyalty of customers among baby boomers as well as to determine their level of behavioral loyalty. The study adopted a quantitative approach using questionnaire at the survey instrument. The samples comprised hotel online user among baby boomers in Malaysia. Using snow-balling strategy, a total 388 data from the respondents which are from baby boomer’s generation in Malaysia were collected to be useful for analysis. The study found there is a positive relationship between perceived values of the hotel website and behavioral loyalty among baby boomers. The result from this research will provide new information to the hotel industry on how to improve the level of customer’s behavioral loyalty especially among baby boomer’s generation. The finding in this study hopefully will help the service organization to modify their strategy to increase the number of the hotel website users.

Author Biographies

Nur Syahira Bibit, Ms.

Nu Syahira Bibit is a lecturer in Department of Culinary and Gastronomy, Facultyof Hotel and Tourism (FPHP), Universiti Teknologi MARA Pulau Pinang (UiTMPP). She holds a Bachelor Science of Culinary Art Management and holds a Master's Degree in Hospitality Management. She has been involved in research projects. Among her areas expertise are Hospitality Management, Culinary and Gastronomy, Pastry , Restaurant Business Operation and Tourism Technology. 

Muhammad Izzat Zulkifliy, Dr.

Muhammad Izzat Zulkifly is a senior lecturer in Foodservice Management Department, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA cawangan Selangor, Kampus Puncak Alam. He is currently spearheading the faculty's Center of Postgraduate Studies. Most of his research works are centered on Foodservice Information Technology.

Published
2021-06-30
How to Cite
BIBIT, Nur Syahira; ZULKIFLIY, Muhammad Izzat. PERCEIVED VALUES OF THE HOTEL WEBSITE QUALITY AND BEHAVIORAL LOYALTY AMONG BABY BOOMERS. Journal of Tourism, Hospitality and Culinary Arts, [S.l.], v. 13, n. 1, p. 46-70, june 2021. ISSN 2590-3837. Available at: <https://myjms.mohe.gov.my/index.php/jthca/article/view/12708>. Date accessed: 10 aug. 2022.