Determinants of Accommodation Choice on Digital Platforms: Price, Cleanliness, and Trust

Abstract

In contemporary tourism, digital communication and online reservation platforms play an essential role in shaping tourists’ accommodation preferences and influencing decision-making processes. The study examines the determinants of accommodation choice on digital platforms, comparing leisure and business travelers and analyzing differences across age groups in the Czech Republic. Research Question (RQ): How do price, cleanliness, and trust in external reviews shape accommodation choice on digital platforms, and how do these effects differ across age groups and between leisure and business travelers in the Czech Republic? It highlights price, cleanliness, and dependence on third-party reviews as the main drivers of decision-making. Based on a nationally representative online sample (n = 2000; mean age = 49.7), the study used Pearson's χ² tests, Mann–Whitney U, ANOVA, and Kruskal–Wallis ANOVA at α = 0.05 to evaluate associations between sociodemographic characteristics, booking behavior, and the importance placed on selection criteria. The findings reveal that price was the most significant determinant, with value for money highlighted by approximately half of respondents; cleanliness/hygiene is especially prominent for family travelers. Reviews on external platforms were more impactful than reviews on the provider's website. Younger travelers preferred advanced digital tools (e.g., mobile apps for check-in/check-out; online communication), while older travelers preferred conventional channels like phone or email; age effects are statistically significant (p < 0.001). Business travelers prioritized internet connectivity more than vacationers. Providers must improve visibility and reputation on external review sites, ensure transparency of hygiene practices, invest in mobile check-in and user-friendly apps, and adapt communication and UX to older users, while prioritizing connectivity and reliability for business segments. The manuscript adds country-specific evidence for Central Europe based on a large representative sample and incorporates trip purpose and age segmentation into the analysis of digital platform determinants in hospitality.