The Application of Interpretive Structure Model in Evaluating Criteria for Online-Hotel-Booking- Website

Abstract

With the development of Information Technologies (IT) and the penetration of the internet, new expectations arise from the travel industry. The ease of access, an abundance of information, and low transaction costs of the web have motivated the tourism industry to provide online travel services. In intensely competitive and dynamic tourism and travel market, it is mandatory for online hotel booking websites (OHBS) to adopt innovative forms of IT to survive and flourish. This study uses the multiple criteria decision-making (MCDM) method to examine user adoption of online hotel booking. The results show that the factors are associated with each other using ISM-digraph. It is expected that by focusing on these fundamental drivers, OHBS will be able to develop and facilitate their users effectively. The present study will also help practitioners while creating their main marketing strategies for increasing user base and retaining existing users.

Keywords

• interpretive structure model
• criteria
• information technology adoption
• online hotel booking websites
• tourism
• developing nation