The effects of brand image, price, trust and value on online hotel booking intentions in Isfahan city

This study aims to explore the impacts of brand image on price, trust, and value on online hotel booking intentions (case study: hotels in Isfahan). The study is a descriptive correlational research. The statistical population includes all domestic travelers to Isfahan with previous experience of booking hotels online. Sample size was determined according to the Cochran formula, yielding 384. Nonprobability convenience sampling was used. The standard questionnaires were used as the data collection instrument. Content validity was confirmed by experts. Furthermore, construct, convergent, and discriminant validity were established through factor analysis, Average Variance Extracted (AVE), and factor loadings. Also, both Cronbach’s alpha coefficient and composite reliability exceeded 0.7. Items were rated on a five-point Likert scale. The data were analyzed using the Smart PLS software package. The results indicate that brand image influences both perceived price and trust. Moreover, perceived price influences perceived value directly and buying intentions via the mediating impact of perceived value. Additionally, according to the results, impacts perceived value while having an indirect impact on buying intention. Finally, perceived value was found to impact buying.