Applying the SOR Framework in Online Hotel Bookings: Literature Review

This study aims to investigate the factors influencing customers' online hotel booking intentions in the post-COVID-19 pandemic context. Drawing on the Stimulus-Organism-Response (S-O-R) framework, the research proposes to measure three stages leading to behavioral intention: the stimulus stage, the organism stage, and the response stage. The findings are expected to provide valuable insights for the hospitality industry to better understand and respond to changing customer behavior in the post-pandemic recovery period. Base on reviewed previous research about S-O-R model and hotel booking intention, this article proposition five independent variables including information quality, perceived interactivity, safety and privacy, price and promotion and electronic word of mount (e-WOM) as stimulus stage. These stimuli are possible to effect to perceived value in organism stage and positive push up Online hotel booking intention. As this research mainly focus on conceptual framework propose, this framework need to be test in more specific context to prove the practical applicable in hospitality industry.