A Structural Equation Model on E-Booking Intentions among Guests of Hotels in Region XII, Philippines

The primary purpose of this study was to determine the best fit model on e-booking among hotel guests in Region XII. There are four conceptual models applied in this study which is composed of service quality, customer loyalty, brand equity and e-booking were studied and further determined their relationship. This research undertaking was done in Region XII with 425 respondents in which it utilized a quantitative non-experimental research design. To determine the best fit model of the study, a structural equation modelling technique was employed. Based on the findings, service quality, customer loyalty, and brand equity significantly correlate with e-booking intentions of hotel guests. Also, all the variables have a very high rating as indicated by the overall mean scores. Accordingly, service quality, customer loyalty, and brand equity are considered to be the most important component of e-booking. Therefore, these elements form a part of the booking journey of guests when looking for accommodations online. As to the best fit model of the study, reliability and tangibility remained under service quality, cognitive loyalty and action loyalty remained under customer loyalty, brand awareness and brand image remained for brand equity and for e-booking price and purchase intentions remained.