1.2 Motivation
Motivation is the cause for people’s actions, desires, and needs. “Motivation” is one of those words that is commonly used to describe the fuzzy notion of “why we do what we do.” There are numerous ironies about motivation that make the topic all the more difficult to understand (Nelson B, 1999). Motivation is also one’s way to behaviour, or what makes a person to want to repeat a behaviour. Motivation nowadays is very crucial to the human being because it give a certain drive in them in order to excel in daily progress. In order to understand decision-making behaviour of consumers and predict their future behaviour patterns one should study their motivational background. Many tourism researchers have studied travel behaviour using different methods and models in order to analyse the motivations and their importance in consumers’ decision-making (Sasa Z, 2014). They also study the relationship between tourists’ motivations and their satisfaction with their travel experience (Kao et al., 2008). Everyone need motivation to have a high spirit so that they will manage to achieve goals in their life. Furthermore, our motivation is to identify does the online reviews and price have an effect to the accommodation booking. We find that most of the hotel gives their best interest in the online booking like in Booking.com, Agoda, Trivago and others because it represents a big role in the perception of customers towards the hotel. The need for information as an Internet usage motive has been an interest for several researchers (e.g. Lin, 1999; Korgaonkar and Wolin, 1999; Zhou and Bao, 2002; Mahatanankoon et al., 2004; Rodgers et al., 2005; Cotte et al., 2006; Rhoades et al., 2008). As with other types of media, the Internet, through its content, offers multi-dimensional gratifications of which one is information (Lin, 1999). Every details or comments about the hotel have an impact on them and also the quotation of price in the websites reflects what is the hotel has to offer plus influencing the customers that wants to book the hotel’s accommodation.
1.3 Problem statement
In recent years, the rise of new technologies like the broadband Internet and Web 2.0 applications have rapidly increased the numbers of consumer-generated media platforms, leading to word-of-mouth (WOM) communications be transformed into various types of electronic communities and virtual networks (Lee et al., 2008; Ye et al., 2011). A wealth of opinions on hotels, travel destination and travel services are often articulated in the form of online consumer reviews (Sigala, 2009). At the same time, searching for information relevant to their plans, from flights to hotel booking, has become a dispensable step in travelers’ decision-making process (Guillet and Law, 2011; Ip et al., 2011; Litvin et al., 2008; Ye et al., 2011). Shaping the customers in decision making of booking the accommodation provided by a hotel is much more difficult because of the new era in technologies. People can access to any information about a hotel at the tip of their finger. Online review makes a big impact on the customers decision as customers can obtain their needed information about a hotel that can satisfy their uncertainty. The efficacy of online reviews as a good proxy for overall WOM is well-established, and they are shown to influence consumers’ purchasing decisions (Zhu and Zhang, 2010; Lee et al., 2008; Bansal and Voyer, 2000; Duan et al., 2008), customer satisfaction and their revisit intentions (Berezina et al., 2012) and sales (Liu, 2006; Zhang et al., 2011; Zhu and Zhang, 2010). Accordingly, alert hospitality firms are taking advantage of online reviews as a new tool to attract information searchers and, ultimately, bookers (Dickinger, 2011). As for the price, it can also impact the intention of customers accommodation booking because people in Malaysia tend to search for the cheapest hotel accommodation in town so that they will obtain the benefits and reduce losses in terms of financially if the accommodation have poor quality. Price is one of the key strategic elements that is often overlooked by firms (Yelkur and Herbig, 1997).
Pullman Hotel is located in Bangsar, in Kuala Lumpur. At the current moment, Pullman Hotel has three branches in Malaysia which is located in Kuala Lumpur Bangsar, Kuala Lumpur City Centre and Putrajaya Lakeside. There are many guests who stayed there before commented in Booking.com that the price is worth the value of accommodation provided at Pullman. Most of them are satisfied with the price stated for rooms in the hotel.
