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Online reservation systems in e-Business: Analyzing decision making in e-Tourism

Constantinos Halkiopoulos, University of Patras, Greece, Hera Antonopoulou, University of Patras, Greece, Dimitrios Papadopoulos, University of Patras, Greece, Ioanna Giannoukou, University of Patras, Greece, and Evgenia Gkintoni, University of Crete, Greece
Published online: 30 January 2020, JTHSM, 6(1), pp.9-16.

URN: urn:nbn:de:0168-ssoar-66292-4, DOI: 10.5281/zenodo.3603312

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Halkiopoulos, C., Antonopoulou, H., Papadopoulos, D., Giannoukou, I., & Gkintoni, E. (2020). Online reservation systems in e-Business: Analyzing decision making in e-Tourism. Journal of Tourism, Heritage & Services Marketing, 6(1), 9–16. https://doi.org/10.5281/zenodo.3603312

Online Reservation Systems in E-Business: Analyzing Decision Making in E-Tourism


Purpose: The study focuses on exploration of knowledge for online booking systems and on the views of local students-users concerning the booking rate based on these online systems. Another perspective of this project is to investigate the decision-making process (emotion-focused) that they follow in order to choose a tourist destination via online booking systems.

Methods: For the purposes of this study, three scales were administered: E-WOM and Accommodation Scale, Emotion-Based Decision-Making Scale and Trait Emotional Intelligence Scale. Survey data were collected, preprocessed and analyzed based on Data Mining techniques evaluating the results. More specifically, classification and association algorithms were utilized to manage to describe hidden patterns.

Results: Findings showed how development of the Internet have significantly changed the market conditions of tourist organizations providing new tools for tourism marketing and management. It allows interaction between tourist organizations and users and as a result changes the entire process of development, management and marketing in tourism.

Implications: There are many opportunities for further research in this field, because the complex nature of human behavior, the constant changes in the environment and the various e-technologies create many chances to tourist companies for innovative activities and use of new and still unrecognized opportunities.


Online Booking Systems, Hotel Selection Factors, e-Tourism, Expert System

JEL Classification:

L83, D7, L81

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