Bookings through the hotel's website: Factors influencing perceived value and customer loyalty, mediated by satisfaction

Gisele Magrini Garcia; Sara  Gadotti dos Anjos; Francisco Antônio Dos Anjos; Tércio Pereira; Añaña  Edar

doi:10.18089/tms.20250208

Authors

Gisele Magrini Garcia Universidade do Vale do Itajaí - UNIVALI https://orcid.org/0000-0003-2398-2169
Sara Gadotti dos Anjos UNIVALI https://orcid.org/0000-0002-6546-4960
Francisco Antônio dos Anjos UNIVALI https://orcid.org/0000-0002-4044-4656
Tércio Pereira UNIVALI https://orcid.org/0000-0002-0863-6383
Edar Añaña FURG https://orcid.org/0000-0002-8298-9208

DOI:

https://doi.org/10.18089/tms.20250208

Abstract

Technological progress and internet popularization enabled the emergence of new distribution channels in tourism, including direct sales by the hotels’ websites. The interaction with the hotels' websites strengthens social interactivity, creating personalized and unique experiences, and improving value to customers. The study assesses whether/how the appearance and usability of the website, and the need for interaction, influence guests’ perceived value, satisfaction, and loyalty, in the hotel industry. The data was scrutinized by Confirmatory Factor Analysis, to assess reliability and validity, and by Structural Equation Modelling, both using the WarpPLS algorithm. The result confirmed the influence of the need for interaction and the appearance and usability of the website on perceived value, and the last one on satisfaction, and loyalty, thus corroborating the findings of previous research; the result also confirmed the mediating effect of satisfaction on guests loyalty, which is also in line with previous results. The study is limited in that it looked at the experience on hotel websites in general, rather than specific categories. For future studies, the authors suggest comparing the model across units of different categories, or hotels specialized in specific segments.

Author Biographies

Gisele Magrini Garcia, Universidade do Vale do Itajaí - UNIVALI

Gisele Magrini Garcia holds a PhD and a Master’s degree in Tourism and Hospitality from UNIVALI, funded by a CAPES scholarship. Also, a Bachelor's degree in Hospitality from PUCRS (2007), a MBA in Strategic Commercial Management, and a postgraduate specialization in Organizational Psychology. She was a CAPES Foundation scholar in the United States at the University of South Florida (April–September 2024). Over ten years of professional experience in the tourism and hospitality industry. Served as a UNESCO consultant in hospitality (2023–2024) and currently acts as a research coordinator funded by FAPERGS.
Sara Gadotti dos Anjos, UNIVALI

Sara Joana Gadotti dos Anjos is Professor of the Graduate Master's and Doctorate Program in Tourism and Hospitality at UNIVALI. She holds a PhD in Production Engineering and did Postdoctoral research in Spain in Quality Management in Tourist Destinations and Communication Management in Tourist Destinations in Portugal. She is a Researcher with extensive experience and academic contributions in Destination Excellence Management, Service Quality, Innovation, Motivation, Human Resources, Tourist Behavior and Hotel Management.
Francisco Antônio dos Anjos, UNIVALI

Francisco Antônio dos Anjos is Professor at the Universidade do Vale do Itajaí (UNIVALI) since March 1995, holding a PhD in Production Engineering with a focus on Environmental Management, and a Master's and Bachelor's in Geography. With extensive expertise in Tourism, Urban Planning, and Destination Management, his research significantly contributes to understanding tourism governance, destination competitiveness, and socio-environmental development.
Tércio Pereira, UNIVALI

Tércio Pereira is a Brazilian author and a Professor of Marketing, holding a Ph.D. in Tourism and Hospitality from the University of Vale do Itajaí (UNIVALI) located in Balneário Camboriú, Brazil. He has established himself as a prominent figure in the field of marketing, with a specific focus on the tourism and hospitality industry. Currently serving as a professor at Centro Universitário Leonardo da Vinci.
Edar Añaña , FURG

Edar Añaña holds a PhD in Business Administration from the Federal University of Rio Grande do Sul (2008), with a research internship at the Institute for Tourism and Leisure of the Vienna University of Economics and Business (Wirtschaftsuniversität Wien), and an equivalent doctoral degree recognized by the University of Porto (Portugal), in accordance with Portuguese Decree-Law No. 66/2018. He completed a Postdoctoral Fellowship in Marketing at the School of Economics of the University of Porto (Portugal) in 2021. He is retired from the Federal University of Pelotas and a Permanent Professor in the Master's Program in Administration at FURG (Brazil).

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Bookings through the hotel's website: Factors influencing perceived value and customer loyalty, mediated by satisfaction

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