Research in online hotel booking systems serves various purposes, all aimed at enhancing user experiences and system performance. These purposes encompass understanding user behavior, evaluating satisfaction levels, and exploring preferences regarding platform features and design. Additionally, research delves into assessing system performance, comparing competing platforms, and identifying market trends and opportunities for innovation. Through rigorous analysis, findings from such research inform strategic decisions for industry stakeholders and contribute to the continual improvement of online booking platforms. Ultimately, the overarching goal is to optimize user satisfaction, streamline booking processes, and drive innovation within the online hotel booking industry. paraphrase