In recent years, the market for online hotel booking has grown more than before. For that reason, there are a few distribution channels are making an online hotel booking through Online Travel Agency (OTA) and their hotel owned platforms. For exploring the process of online travel agency’s booked hotel as Agoda.com, that brings us to the observation on online booking hotels. This paper is based on the social presence theory, had analyzed the guests' OTA’s booking process hotel as Agoda.com in the online social booking environment. The purpose of this study is to understand hotel booking intention of potential guests in OTA as well as to determine the relationships among factors which have an effect on potential guests online booking intention. The data was collected by the online survey questionnaires which had been distributed to international students in Taipei. There are 398 participants responded the questionnaires, a total of 358 valid data analyzed by IBM SPSS 25. The results indicated that female respondents are higher in booking intention than male respondents in booking online hotel. As international students are concerning to booking online hotel is much higher than older people. Besides that, highly educated and higher income respondents are more concerned with online booking hotel. The result has shown that the effect of potential guest’s social presence, perceived social benefits and trust highly influenced guest’s booking intention. Finally, based on the results, the recommendations of Agoda.com have also been provided.
