| As one of the main points of the online travel research, hotel online booking service has gained much attention of scholars. Now the online travel industry development from centered on products to centered on customers. In this study, we set customer demand as the research-based, then analyze the hotel reservation on online travel booking platform in China. First this study establishes the online travel agencies function structure of the hotel reservation. It includes interface function, information, trade and interactive functions. And we designed a questionnaire to inquiry the customer demands of hotel online booking. Second, we analyze the function of the online travel platform as a customer’s view. This is mainly carried out by visiting the online travelling dealer portal. Third, we constructed the services function evaluation system for online travel agents to analysis hotel reservations functions. This system based on content analysis method. And it evaluate on functions from two perspectives-the existence and ease of use. The existence evaluates the gap of customer demand and agent provides. The ease of use evaluates the service function from the perspective of the user. Finally, the article studies the CTRIP hotel reservation functions, and makes the evaluation. The results show that the hotel booking service functions of online travel agents can meet customer demand at present. But there is still room for improvement. It is some relationship between the hotel online booking function and the market share. And online travel agents can improve its functions, and increase the customer’s personalized experience, etc. to develop online book market. |
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