| In recent years,the mobile Internet has made great progress,which provides opportunities and challenges for the transformation and upgrading of offline entity industries.For offline entity industries,the persistence of the global epidemic has greatly limited people's daily going out and outdoor activities such as travel on business.Many shopping malls,cinemas and catering stores have been closed due to lack of passenger flow.Although the government has issued relevant policies,such as issuing consumption vouchers to promote people's offline consumption,which is difficult to change the dilemma faced by entity stores,especially International Hotels that rely heavily on tourism resources.At the same time,new industries such as online work,short video and live commerce begin to appear.Therefore,International Hotels also begin to tide over the crisis by seeking cooperation with Online Travel Agency(OTA)platform,and improve the night output of hotels by obtaining platform traffic and digital marketing.Therefore,this thesis discusses the willingness of International Hotels to choose OTA platform from the perspective of International Hotels,so as to provide reference and guidance for the cooperation between International Hotels and OTA platform.At first,starting from theoretical research,this paper deeply studies the behavior of International Hotels choosing OTA platform.Therefore,based on the definition of the concept of international hotel and Internet bilateral platform,combined with the theory of planned behavior and technology acceptance model,this thesis puts forward the behavioral intention analysis framework for International Hotels to choose OTA platform.This thesis designs the questionnaire based on the research hypothesis,and issues the questionnaire to collect the data of International Hotels choosing OTA platform.The thesis tests the reliability and validity of the questionnaire data for further analysis.Secondly,this thesis constructs the structural equation model of International Hotels choosing OTA platform,then substitutes the qualified questionnaire data into the model.After the model evaluation and fit test,the thesis analyzes the total effect of each variable in the model on behavior intention,and draws relevant conclusions of International Hotels choosing OTA platform.Thirdly,through the empirical analysis of International Hotels choosing OTA platform,this thesis draws the following three conclusions:(1)Among all the influencing factors when International Hotels choose OTA platform,perceptual behavior control has the greatest impact on selection behavior;(2)Among the factors affecting the behavioral attitude of International Hotels in choosing OTA platform,perceived usefulness occupies the main influence;(3)Perceived usefulness can indirectly affect behavioral intention through behavioral attitude,but it can not directly affect behavioral intention.Finally,the following suggestions are put forward from the perspectives of International Hotels,OTA platform and the government:(1)International Hotels need to improve their own economic strength and enhance their brand power and product power;(2)OTA platform needs to optimize the usefulness of merchant end products and improve the service level to hotel merchants;(3)The government needs to provide more convenient policies for the cooperation between International Hotels and OTA platform to promote the recovery of the hotel industry under the epidemic.This thesis hopes to further promote the win-win cooperation between International Hotels and OTA platform through the above suggestions and policies. |
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