Tourists' purchase behaviours and habits have changed dramatically. They increasingly rely on the internet to search for information, identify, compare, and purchase tourist products or services through various online channels. The research aims to examine the effects of the serial mediation of perceived quality and consumer engagement on the relationship between brand image and online purchase intention. The formulation of the research model is done based on theory-planed behaviour. A total of 459 online survey forms were successfully collected and analyzed. Data analysis was performed using SmartPLS 3 in the research to test the hypotheses. The study finds a significant positive indirect relationship between brand image and online purchase intention, mediated by perceived quality and consumer engagement. This study has some limitations and suggestions to give future researchers and the online hotel business a better idea of how to improve premium hotel online booking in China.

Premium hotel, brand image, consumer engagement, online purchase intention.