Analyzing User Behavioral Intention Toward Hotel Reservation Systems in Bali: An Integrated TAM-UX-Trust-Satisfaction Approach

Abstract

The digitalization of self-reservation systems has become a crucial strategy for mid-scale hotels in Bali to maintain competitiveness and reduce third-party commissions. This study aims to analyze the adoption of room reservation systems in mid-scale hotels (non-starred to three-star hotels) in Bali by integrating the Technology Acceptance Model (TAM), User Experience (UEQ), Trust, and Satisfaction frameworks toward users' Behavioral Intention. Utilizing an associative quantitative approach, data collection was conducted through a total sampling (census) method directed at all active users of the local reservation system at Hotel X, yielding 35 respondents (N=35). The data were analyzed using multiple linear regression via Jamovi software. The results indicated that the integrated model simultaneously possesses high predictive capability with an R² value of 79.3%. Partially, Satisfaction was proven to be the strongest and most significantly positive driver of Behavioral Intention (p = 0.010). Conversely, the Dependability variable showed a significant negative effect (p = 0.029), indicating that overly rigid control systems actually reduce users' adoption intention. Meanwhile, the core TAM variables (Perceived Ease of Use and Perceived Usefulness) as well as Trust were found to have no partial significant effect. The managerial implications of this study recommend hotel management prioritize simplifying the reservation workflow to minimize operational friction and maximize users' transactional satisfaction.