Factors influencing hotel decision-making through digital platforms in South Asia

Abstract

The rapid evolution of digital technology has led to a transformative era, significantly impact the global economy and daily lives. This study focuses on understanding the factors influence hotel decision-making through digital platforms in South Asia. Also, employed the Optimum Stimulation Level (OSL) theory, the research explores the relationship between awareness, brand, digital information, price, variety and hotel decision-making. Additionally, the inferential statistics study was conducted quantitatively, using data collected from 1431 hotel visitors in the top cities of South Asia through a cross-sectional design. Thus, PLS-SEM were utilised in the study to analyse the hypothesis. Hence, the results indicate significant positive relationships between awareness, brand, digital information, price, variety and hotel decision-making. However, the brand does not moderate the relationship between price and hotel decision-making. These findings offer constructive understandings for industry and academia stakeholders, emphasising the importance of digital platforms in shaping consumer behaviour and hotel selection in South Asia’s hospitality industry.

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