Malaysian hotel websites have received many online visitors but failed to convert it into online booking. Based on a synthesis of literature, this article illustrates a conceptual business model to enhance customer intention to revisit hotel websites to book for hotel rooms. The conceptual model proposes that customer perception on hotel website interactivity influences customer perceived value and intention to revisit the hotel website in the future. This article contributes to the existing body of knowledge by highlighting the importance of each dimension of perceived website interactivity in hotel sector. Its applications in the hospitality business and implications for future research were also discussed.
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Abdullah et al. (2016) studied this question.
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