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Intan Yusniza (2022)

precise and dependable hotel information, make bookings in the shortest time possible, at reduced costs, and with
few inconveniences. With the advancement of information and communication technology, notably the internet, a
new breed of traveller emerged who were less interested in mass tourism packages. However, online hotel bookings
are now available through online travel agencies. This is one of the difficulties in designing a hotel website that will
entice tourists to book hotel reservations through the website. Because a large portion of the tourism industry uses
travel web agencies to book hotels. Many travellers have not fully adopted online travel booking for a variety of
reasons, including a lack of safe payment methods, the need for human touch and quality service, and a lack of trust
in technology (Peng,Xu, & Chen, 2013). Many tourists prefer to book through travel agencies rather than online
because of the social interface, expertise, and time saved on research. Travellers' preferences for online booking are
influenced by a number of factors. They include internet-based features, characteristics of online vendors, and
human qualities (Hashim, Murphy, & Law,2007). Consumers will favour online reservation systems with low-
density content, high-speed performance, behaviour adaptation, customization features, and low memory density
(Magnini,2011).
Consumers faced issues in traditional hotel booking methods such as travel agencies, broadcast media, printed
advertisements, and so on, according to previous research. With the rise of the internet, many online platforms now
allow online consumers to make more informed judgments based on extensive hotel information, such as individual
remarks or experiences, as well as online reviews from previous customers on hotel booking websites. While
consumers may easily acquire information about the hotels, creating trust in the website is a major factor in their
decision to book. Consumers who trust an online website are more likely to spend less time looking for information
about the website or seller, as well as less time transacting with the website. While a lack of confidence can cause
consumers to avoid making purchases online, many consumers who plan to travel are concerned about their safety.
When a customer has faith in a website, they are more likely to make a purchase from it. Consumers' propensity to
purchase from an online store is positively influenced by trust in the online store, according to online purchase.

H4: The dimension of online travel agency has significance influence on the performance of website hotel.

2.4.5 TRUST

Online hotel booking website has become an important tool in the marketing of hotel services. The widespread
use of information and communication technologies has enabled companies, especially in the tourism sector, to
reach customers directly (Zhou,2004). Tourism is one of the fastest growing industries worldwide, and the
importance of internet technologies in the sector is increasing rapidly (Buhalis,2004). Hotel booking websites have
grown in importance as a tool for selling hotel services. Due to the simplicity of reviewing information and making
online bookings, customer use of online booking technologies has lately increased. The concept of trust, defined as
the degree to believe that the counterparty will act responsibly and fulfill the expectations of the trusting party
without taking advantage of security gaps (Gefen & Straub, 2000). The concept of trust is especially important in
industries where e-commerce is widely employed, such as tourism. Trough these website, the users can easily access
a lot of information such as overnight prices, transportation facilities, hotel location and hotel reviews (Walek et al,
2016). When renting a room in a faraway city or country, a customer will prefer an online hotel booking website
that they can trust rather than one that lacks clear clues and simply shows a representative picture. Understanding
the structure and formation mechanism of trust has become an essential subject of study with the rise of online hotel
booking websites, since a lack of trust may be one of the main reasons why consumers do not like an online hotel
booking website. A user who has a high level of trust in a website is more likely to go there and make a purchase.
Trust is the customer belief in the company benevolence, integrity and capability (Bilgihan & Bujisic, 2015).
Because the degree of uncertainty of economic transactions in the virtual world is larger than in traditional
environments, the idea of trust in e-commerce is crucial.

H5: The dimension of trusthas significance influence on the performance of website website hotel.

2.5 RESEARCH FRAMEWORK MODEL

We created a framework for describing hotel websites that can be used to take into account the quantity of information
available to the customer. Customers now can investigate and can comprehensively characterize the information that hotel
websites can display, which can be used in many places throughout the world, thanks to this framework and study. Website
attributes may be quantified without subjectivity using the website indicators framework given in this study, and hoteliers can
simply draw conclusions regarding their own websites. Nowadays, most tourists searching for rooms and examining hotel
websites may quit them if they provide inadequate information, are unappealing, or are not tailored to their specific needs.
Customers will try to find another hotel using their fictitious information in these scenarios. Hotel websites are expected to
adjust to each consumer's particular traits in the near future, based on the consumer's web profile. This study will aid in the
description and characteristics of all (current) features and dimensions available on hotel websites, so that researchers,
hoteliers (and web developers) can assist in the development of dynamic websites that adjust on-the-fly to each consumer.

Figure 2.Framework
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