Online accommodation booking habits and attitudes of Serbian travelers

Keywords: online booking, online booking platforms, tourism, Booking, Airbnb

Abstract

The Internet and its services nowadays have significant influence on the organization of our travel arrangements, starting from information gathering to final booking and payment and they are the major distribution channel for travel services and products. The focus of the paper is on digital accommodation platforms, which enable users to search, explore, compare, book and pay online for accommodation all over the world. The study presents habits and attitudes of Serbian consumers to digital travel purchases, particularly accommodation booking. First, the most significant models of online booking systems, such as hotel websites, online tourist agencies and dedicated accommodation booking platforms are presented and compared. The analysis of the habits of Serbian travelers showed that they very often use various websites and online platforms to book their travels, but also that they prefer well-established international platforms, such as Booking.com and Airbnb. They also use online booking more when staying abroad than for domestic stays, and usually book shorter and cheaper travels and stays. As a key advantages of online booking systems, respondents stated wider variety of the offer and time and money savings.

Downloads

Download data is not yet available.

References

Agag, G., & Eid, R. (2019). Examining the antecedents and consequences of trust in the context of peer-to-peer accommodation. International Journal of Hospitality Management, 81, 180-192. https://doi.org/10.1016/j.ijhm.2019.04.021

Airbnb. (2019). Airbnb Fast Facts. Retrieved November 4, 2019 from https://news.airbnb.com/fast-facts/

Akbar, Y. H., & Tracogna, A. (2018). The sharing economy and the future of the hotel industry: Transaction cost theory and platform economics. International Journal of Hospitality Management, 71, 91-101. https://doi.org/10.1016/j.ijhm.2017.12.004

Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management, 46, 64-79. http://dx.doi.org/10.1016/j.tourman.2014.06.006

Amaro, S., & Duarte, P. (2016). Travellers’ intention to purchase travel online: integrating trust and risk to the theory of planned behaviour. Anatolia, 27(3), 389-400. https://doi.org/10.1080/13032917.2016.1191771

Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14, 222-232. http://dx.doi.org/10.1016/j.elerap.2014.09.001

Birinci, H., Berezina, K., & Cobanoglu, C. (2018). Comparing customer perceptions of hotel and peer-to-peer accommodation advantages and disadvantages. International Journal of Contemporary Hospitality Management, 30(2), 1190-1210. https://doi.org/10.1108/IJCHM-09-2016-0506

Booking. (2019). About Booking.com. Retrieved October 23, 2019 from https://www.booking.com/content/about.sr.html?aid=356980

Chang, Y-W., Hsu, P-Y., & Lan, Y-C. (2019). Cooperation and competition between online travel agencies and hotels. Tourism Management, 71, 187-196. https://doi.org/10.1016/j.tourman.2018.08.026

Chaw, L. Y., & Tang, C. M. (2019). Online accommodation booking: what information matters the most to users? Information Technology & Tourism, First online since 27 May 2019. https://doi.org/10.1007/s40558-019-00146-1

Chen, Y., Liu, S., Tussyadiah, I., Abidin, H. Z., & Zarezadeh, Z. (2019). Inferences and Decision Heuristics in Peer-to-Peer Accommodation Booking. e-Review of Tourism Research, 16(2/3), 53-61.

Cheng, X., Fu, S., Sun, J., Bilgihan, A., & Okumus, F. (2019). An investigation on online reviews in sharing economy driven hospitality platforms: A viewpoint of trust. Tourism Management, 71, 366-377. https://doi.org/10.1016/j.tourman.2018.10.020

Confente, I., & Vigolo, V. (2018). Online travel behaviour across cohorts: The impact of social influences and attitude on hotel booking intention. International Journal of Tourism Research, 20(5), 660-670. https://doi.org/10.1002/jtr.2214

eMarketer. (2017). Digital Travel Sales Worldwide, 2017-2022. Retrieved October 25, 2019 from https://www.emarketer.com/chart/221442/digital-travel-sales-worldwide-2017-2022-billions-change

eMarketer. (2018). Worldwide Digital Travel Sales: eMarketer's Estimates for 2016–2021. Retrieved October 25, 2019 from https://www.emarketer.com/Report/Worldwide-Digital-Travel-Sales-eMarketers-Estimates-20162021/2002089

eMarketer. (2019). The Weekly Listen: Airbnb’s IPO and Facebook Acquires ‘Mind-Reading Wristband’ Company. Retrieved October 25, 2019 from https://www.emarketer.com/content/podcast-the-weekly-listen-airbnb-ipo-and-facebook-acquires-mind-reading-wristband-company

Eurostat. (2018a). Individuals - internet use. Eurostat database, Table [isoc_ci_ifp_iu]. Retrieved October 23, 2019 from https://ec.europa.eu/eurostat/data/database

Eurostat. (2018b). Individuals - internet activities. Eurostat database, Table [isoc_ci_ac_i]. Retrieved October 23, 2019 from https://ec.europa.eu/eurostat/data/database

Eurostat. (2018c). Individuals - collaborative economy. Eurostat database, Table [isoc_ci_ce_i]. Retrieved October 23, 2019 from https://ec.europa.eu/eurostat/data/database

Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174-185. https://doi.org/10.1016/j.tourman.2015.05.007

Flash Eurobarometer (2016). The use of collaborative platforms. Retrieved November 10, 2019 from http://data.europa.eu/euodp/en/data/dataset/S2112_438_ENG

Laudon, K. C., & Traver, C. G. (2017). E-commerce 2017: business. technology. society. Pearson Education.

Li, L., Peng, M., Jiang, N., & Law, R. (2017). An empirical study on the influence of economy hotel website quality on online booking intentions. International Journal of Hospitality Management, 63, 1-10. http://dx.doi.org/10.1016/j.ijhm.2017.01.001

Lien, C-H., Wen, M-J., Huang, L-C., & Wu, K-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20, 210-218. http://dx.doi.org/10.1016/j.apmrv.2015.03.005

Liu, J. N. K., & Zhang, E. Y. (2014). An investigation of factors affecting customer selection of online hotel booking channels. International Journal of Hospitality Management, 39, 71-83. http://dx.doi.org/10.1016/j.ijhm.2014.01.011

Lutz, C., & Newlands, G. (2018). Consumer segmentation within the sharing economy: The case of Airbnb. Journal of Business Research, 88, 187-196. https://doi.org/10.1016/j.jbusres.2018.03.019

Novakovic, M. (2018). Research on consumer attitudes on global electronic booking platforms in tourism (Unpublished master’s thesis). Faculty of Economics, University of Kragujevac, Serbia.

Smith, A. (2016). Shared, collaborative and on demand: The new digital economy. Washington, DC: Pew Internet & American Life Project. Retrieved November 10, 2019 from https://www.pewresearch.org/internet/2016/05/19/the-new-digital-economy/

So, K. K. K., Oh, H., & Min, S. (2018). Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach. Tourism Management, 67, 224-236. https://doi.org/10.1016/j.tourman.2018.01.009

Statista. (2019). Online Travel Booking Worldwide. Retrieved October 25, 2019 from https://www.statista.com/outlook/262/100/online-travel-booking/worldwide#market-revenue

Statistical Office of the Republic of Serbia. (2018). Usage of Information and Communication Technologies in the Republic of Serbia, 2018. Retrieved June 14, 2019 from http://publikacije.stat.gov.rs/G2018/PdfE/G201816013.pdf.

Tan, G. W-H., & Ooi, K-B. (2018). Gender and age: Do they really moderate mobile tourism shopping behavior? Telematics and Informatics, 35, 1617-1642. https://doi.org/10.1016/j.tele.2018.04.009

Tussyadiah, I. P., & Park, S. (2018). When guests trust hosts for their words: Host description and trust in sharing economy. Tourism Management, 67, 261-272. https://doi.org/10.1016/j.tourman.2018.02.002

Volgger, M., Taplin, R., & Pforr, C. (2019). The evolution of ‘Airbnb-tourism’: Demand-side dynamics around international use of peer-to-peer accommodation in Australia. Annals of Tourism Research, 75, 322-337. https://doi.org/10.1016/j.annals.2019.02.007

Wang, C., & Jeong, M. (2018). What makes you choose Airbnb again? An examination of users’ perceptions toward the website and their stay. International Journal of Hospitality Management, 74, 162-170. https://doi.org/10.1016/j.ijhm.2018.04.006

Zervas, G., Proserpio, D., & Byers, J. W. (2017). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry. Journal of Marketing Research, 54(5), 687-705. https://doi.org/10.1509/jmr.15.0204

Žmuk, B., & Mihajlović, I. (2018). Online booking for travel and accommodation influenced by economic and digital development level: Position of the Western Balkan countries within Europe. Croatian Review of Economic, Business and Social Statistics, 4(2), 86-98. https://doi.org/10.2478/crebss-2018-0016

Published
2019-12-24
How to Cite
Kalinić, Z., & Novaković, M. (2019). Online accommodation booking habits and attitudes of Serbian travelers. Hotel and Tourism Management, 7(2), 11 - 23. https://doi.org/10.5937/menhottur1902011K
Section
Original Scientific Papers