The Importance of Online Reservation in Talibon Pension House to the Customer

CHAPTER 1

Introduction

With the constant development of information technology, it is a fact that all

businesses need integrated information technology to improve their overall business

operations. In the tourism and hospitality context, the Internet has become an essential

tool for consumers to research information and purchase tourism products (Crnojevac et

al., 2010). That is why most hotel industry businesses like hotels, inns, pension houses,

and others are now into the online reservation to enable their guests to book rooms

wherever they are at their most convenient time.

Hotel reservations through web services are becoming a prevalent method for

booking and inquiring hotel rooms which have become today's best option to automate

and improve the booking processes (Castro & Custodio, 2016). On the part of the

company, the online reservation system lets them accept bookings for various services

online, which helps manage the reservation process of its customers. Reservation

online enables users to determine the available rooms on a specific range of dates

based on real-time data from booked reservations and existing check-ins and also

provides screens to create, modify, cancel, and view hotel reservations. An online

reservation guarantees the customers, especially foreigners, tourists, and visitors from a

different place, about the availability of a particular room on their arrival date, as the

reservation is a hotel's commitment upon reservation request's approval. Thus,

Adbullah et al. (2016) stated in their recent study that online hotel booking technology
had become an effective tool for selling hotel services. Online reservation serves as a

marketing strategy for the hotel industry businesses to compete globally and reach a

wide range of customers.

As part of the hotel industry, Talibon Pension House is also coping up with the

competition. The administration has adopted online reservations for the past years up

until now. There are currently providing hotel services to their walk-in customers and

reservations through traditional and online reservations.

With that, the research's main thrust is to determine the importance of having

online reservations in Talibon Pension House to their customers. Moreover, the

researchers would like to find out how online reservation affects Talibon Pension

House's business operation and its relationship to their customers.