Gen Z's Online Hotel Booking Intention Explored via SOR Framework

Karan Berry

doi:10.30519/ahtr.1665987

Gen Z's Online Hotel Booking Intention Explored via SOR Framework

Abstract

This study employs Stimulus-Organism-Response (SOR) framework to explain the online hotel booking (OHB) intent of Generation Z (Gen Z), who constitute a substantial and growing share of the travel market due to their unique preferences and digital competency. It could assist OHB platforms to remain on the forefront of evolving travel patterns and adapt the shifts in consumer behaviour. In order to explain the underexplored formative nature of Stimulus, it envisions it as a second order construct defined as influence (INF) composed of the key elements (privacy and safety, convenience, online reviews, price and promotional offers, platform’s reputation) which influence the affective and cognitive state or the perceived value (PV) representing the Organism, and ultimately the booking intention (BI) portraying the Response. Data collected through a well-designed, self- administered questionnaire utilizing snowball sampling methodology within Pune- recognized as a pivotal hub for educational and information technology advancements in India, is subjected to analysis while ensuring precise measurement specifications of the constructs within the PLS-SEM. The study's results highlight the critical role of PV as a significant and complementary partial mediator between INF and BI. The implications delineate the scope and feasibility of OHB platforms to cater to this technologically adept market segment more efficiently by enhancing their website functionalities, marketing strategies, and provision of services.

Keywords

Thanks

Author acknowledges the value of time and patience, devoted by the respondents to fill up the questionnaire.

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Karan Berry ^*
0000-0002-8641-5228
India

Early Pub Date

January 30, 2026

Publication Date

January 30, 2026

Submission Date

March 26, 2025

Acceptance Date

December 22, 2025

Published in Issue

Year 2026 Number: Advanced Online Publication

DOI

https://doi.org/10.30519/ahtr.1665987

IZ

https://izlik.org/JA56RZ47KL

Cite

RIS / Bibtex

APA

Berry, K. (2026). Gen Z’s Online Hotel Booking Intention Explored via SOR Framework. Advances in Hospitality and Tourism Research (AHTR), Advanced Online Publication. https://doi.org/10.30519/ahtr.1665987

AMA

1.Berry K. Gen Z’s Online Hotel Booking Intention Explored via SOR Framework. Advances in Hospitality and Tourism Research (AHTR). 2026;(Advanced Online Publication). doi:10.30519/ahtr.1665987

Chicago

Berry, Karan. 2026. “Gen Z’s Online Hotel Booking Intention Explored via SOR Framework”. Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication. https://doi.org/10.30519/ahtr.1665987.

EndNote

Berry K (January 1, 2026) Gen Z’s Online Hotel Booking Intention Explored via SOR Framework. Advances in Hospitality and Tourism Research (AHTR) Advanced Online Publication

IEEE

[1]K. Berry, “Gen Z’s Online Hotel Booking Intention Explored via SOR Framework”, Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication, Jan. 2026, doi: 10.30519/ahtr.1665987.

ISNAD

Berry, Karan. “Gen Z’s Online Hotel Booking Intention Explored via SOR Framework”. Advances in Hospitality and Tourism Research (AHTR). Advanced Online Publication (January 1, 2026). https://doi.org/10.30519/ahtr.1665987.

JAMA

1.Berry K. Gen Z’s Online Hotel Booking Intention Explored via SOR Framework. Advances in Hospitality and Tourism Research (AHTR). 2026. doi:10.30519/ahtr.1665987.

MLA

Berry, Karan. “Gen Z’s Online Hotel Booking Intention Explored via SOR Framework”. Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication, Jan. 2026, doi:10.30519/ahtr.1665987.

Vancouver

1.Karan Berry. Gen Z’s Online Hotel Booking Intention Explored via SOR Framework. Advances in Hospitality and Tourism Research (AHTR). 2026 Jan. 1;(Advanced Online Publication). doi:10.30519/ahtr.1665987