ST.

THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

COMPARISON OF ONLINE AND PERSONAL BOOKING OD HOTELS IN ILOILO

CITY

Research Paper

Presented to the Faculty

Of St. Therese-MTC Colleges La Fiesta Site

Molo, Iloilo City

In Partial fulfillment of the Requirements

for the Course Research 1

(Research in Hospitality)

For the Degree

Bachelor of Science in Hospitality Management

By:
BELLEZA, ANGELA T.

MARDOQUIO, JOSHUA J.

TANTIANGCO, JILLY MARIE R.

METCHA, RALPH LYNDON S.

October 2023
 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

CHAPTER l

Introduction

Background of the study

Tourism is one of the fastest growing industries worldwide and, in general, the Internet continues

to gain importance in the tourism sector [6]. Since the 1980s, Information Communication

Technologies (ICT) have been transforming tourism globally [7]. Information is a crucial factor

in the planning, booking and during the travel, and sometimes even after that. Because of this,

tourism is one of the industries on which the rapid changes in technology over the last twenty

years have had the greatest impact. The important role of information in tourism is followed by

the important role of applying information technology in tourism. The use of information

technology, in particular, has grown from the viewpoint of the customers (tourists). It can be

considered as one of the most influential technologies that changes the behavior of tourists.

While the number of Internet users worldwide is constantly growing and reaches 1.7 billion [14],

the diffusion of information technologies has improved the offer of tourist services in terms of

efficiency, quality and flexibility. In a global travel market estimated at roughly $850 billion,

$216 billion, or 25%, is booked online in the U.S., Western Europe and Asia Pacific, so more

than half a trillion dollars in global travel sales is still waiting to be booked online [16].

Currently, there is a large increase in the number of users who book directly on hotel websites

[15].

Although the Internet is an important tool for information searching and purchasing of

products, customers still use different sales channels in their decision-making. Generally, some

of the customers who look for information online, end up doing the purchasing offline. The same

goes for tourism - the majority of online customers use multiple ways of purchasing their travel
 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

products. With the enormous amount of information potentially available to travelers, the Internet

has become an important platform for information exchange between the consumer and suppliers

(e.g., hotels, transportation sectors, attractions) or intermediaries (e.g., travel agents, destination

marketing organizations) [38].

Internet has changed the tourist services users' behavior [28]. The search process is now

longer than it has ever been—people are searching an average of 22 travel websites before

making a booking (Google), communicating with friends and family via Facebook, conducting

mobile search, etc. [34]. This means that they are seeing hotel marketing messages across a

variety of different channels. Travelers have direct access to much larger sources of information,

tourist organizations, private corporations and other users. Many travelers search for information

on travel, buying airplane tickets online, online booking of accommodation and other facilities,

rather than relying on travel agencies to do it for them. Due to the popularity of Internet

applications, most travel organizations, such as hotels, airlines and travel agencies, introduced

Internet technology as part of their marketing and communication strategies.

But just having a website does not guarantee that potential or current guests will be attracted

to the site [17]. Research findings show that the hotels are not utilizing the Internet to its full

potential and effectively e-marketing their hotels regardless of the hotel type [5]. In order to

improve the quality of online services, it is necessary to continuously adapt the online marketing

strategy to the needs of customers, based on measurements of their satisfaction and experience

and on characteristics of their behavior. There is an increasing number of research papers that

deal with the issue of the quality of travel websites, in order to identify their essential elements

and develop a successful website in a new tourism e-business environment. Customer satisfaction

with websites that offer tourist services (hotels, agencies, booking systems, etc.) affect their

choice in the way of buying these services. Yet there is a scarcity of more comprehensive studies

on customers’ online purchase behaviors despite the increasingly important role of information
 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

technology in the hotel industry [18]. There are probably many factors that influence the use of

the Internet to search for information and/or reservations and purchasing that should be

investigated.

The customer satisfaction is

a crucial aspect of the hospitality

industry. Both online and

personal booking methods aim

to provide a satisfactory

experience for guests. However,

the factors influencing customer

satisfaction may differ between

the two methods. Online

booking focuses on convenience

and price transparency, while

personal booking emphasizes

personalized service and direct

communication.

The study will employ a

mixed-methods approach to
gather data from both online and
personal bookings of hotels in
Iloilo City .Quantitative data will
be collected through surveys to
measure customer satisfaction
levels. Data will be obtained
through interviews or focus
groups to gain deeper insights
 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

into customer preferences and

experiences. Smith, J., &
Johnson, A. (2018). Brown, M.,
& Wilson, S. (2019).

Statement of the Problem

This study aims to analyze and compare the efficiency, convenience, and overall

experience of online booking versus personal booking of customers on hotels in Iloilo City.

Specifically, this seeks to answer to the following research questions:

1. What are the differences between online and personal booking in terms of convenience?

2. What are the differences between online and personal booking in terms of accessibility?

Objectives

To investigate the advantages of online and personal booking and the significant difference in

customer satisfaction level between online and personal booking of hotels in Iloilo City.

Alternative Hypothesis

There is a significant difference in customer satisfaction levels between online and

personal bookings based on convenience and accessibility.

Theoretical Framework
 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

This study will establish the comparison of online and personal booking of hotels

in Iloilo City. Information research topic gathered is similar to our study topic about online and

personal booking In Park Inn by Radisson Hotel stating that it is more convenient to use the

online platform for booking hotels to avoid hassles and explore the services they offer. Rates vary

every single day and promos are also offered online. Planning ahead of time gives the client more

time to choose and decide.

Online booking is more likely convenient especially during the pandemic three years ago.

Online platforms help us booked a placed where we can stay and used as a quarantine area for our

personal consumption or for our family and friends. We don’t need to go out and check if places

or hotels are still available because with the use of social media or online platforms it is very

convenient to do it.

The researchers show that during these days, online bookings for hotels is more

convenient for us as long as you are knowledgeable to use it especially when you are abroad or

outside the country.

Conceptual Framework

Research paradigm

Independent Variable Dependent Variable

Personal Booking Convenience

Accessibility

Online Booking

Figure 1. Paradigm of the study

 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

Definition of Terms

For reasons of clarity and understanding, the following terms will be used in the study

will be conceptually and operationally defined.

Booking. Booking refers to the arrangement that person makes when you book

something such as a hotel room, a table at a restaurant, a theatre seat, or a place on

public transport (www.collinsdictionary.com).

In this study refers to the online or personal booking that customers preferred.

Customer satisfaction. Person’s feeling of pleasure or disappointment, which results

from comparing a product's perceived performance (or outcome) against there

expectations (kotler 2019).

In this study refers to the person who avails the hotel by which how he/she feel

to the hotel services.

Online booking. Online booking system is a software solution that allows potential

guests to self-book and pay through your website, and other channels, while giving you

the best tools to run and scale your operation, all in one place (www.checkfront.com).

In this study refers to the customers who books through online in availing hotel

Reservation.

In this study refers to the hotel customers target in making a reservation.

 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

Walk in booking. Walk in booking refers to allowing you to check in guests without

having previously made reservations (docs.oracle.com).

Hotel. A building where you pay to have a room to sleep in and where you can sometimes eat

meals. (https://dictionary.cambridge.org/us/dictionary/english/hotel)

In this study refers to customers availing hotel reservation personally by walk in

in the hotel.

Significance of the Study

This study gives an idea regarding how many guests book through online or personal in

hotels in Iloilo City. The generalization of this study will be a great contribution in hotel

industry, The result of this study can be significant and beneficial especially to the following:

Guest. The findings of the study will help the guests choose as to which is more convenient and

is more accessible when booking hotel in Iloilo City.

Front Desk. The finding of the study will help the front desk to identify the preferred reservation

method of guest so that they can inform hotel managers on how to innovate procedures for the

convenience and accessibility of guests.

Hotel. The findings of the study will help the hotels understand how online and personal

bookings work so that they know which is more preferable by guests: online booking or walking

in to book hotel rooms. By then, the result will help the hotel know where more guests would

book hotel rooms and for them to innovate procedures for the convenience and accessibility of

guests.
 ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City

Future Researchers. The finding of this the study will help future researchers and will benefit

them because they will have an idea of how many hotel bookings there are for online and

personal bookings and also which is more preferable for all.

Scope and Limitation of the Study

This study aims to know what affects the most guest to book though online or personal booking

The result of the study will be the basis for the knowledge of online and personal bookers, front

desk offices, and especially the hotel industry.

This study will use Explanatory research methodology to assist in gathering information and data.

By doing this, the Explanatory research design will be to accomplish the study's main objective.

The researchers will use the researcher- made questionnaire which will be validated by validators

To analyze the data, mean and standard deviation will be employed as Explanatory research to

determine the number of online and personal bookings of hotels in Iloilo City.
ST. THERESE MTC-COLLEGES
La Fiesta Site
M.H. del Pilar St., Molo, Iloilo City