Online hotel booking intention: crucial determinants in digital ages and the mediating role of electronic trust

Abstract

In an era of increasing connectivity and pervasive technology, this research focuses on assessing and analyzing which factors affect the online hotel booking intention within the hospitality industry, employing the Theory of Planned Behavior, Commitment and Trust, and the Stimulus-Organism-Response (S-O-R) model This study surveyed 230 users who have previously booked hotel accommodations online. Employing statistical tools, specifically SPSS 22.0 for data analysis and Amos 24 for structural equation modeling, the research aims to quantitatively analyze the factors influencing online hotel booking intention. As a result, this study seeks to provide a comprehensive understanding of the dynamics between website quality, online presence, and E-WOM, and their impact on affective commitment, E-Trust, and ultimately, the intention to book hotels online. The findings aim to contribute empirically grounded insights to the field, aiding practitioners and researchers in enhancing the effectiveness of online hotel booking platforms