Analysis of factors affecting customer trust in online hotel booking website usage
Loading...
Date
2020
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
CITUR Centre for Tourism Research, Development and Innovation
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Tourism is a rapidly growing industry world-wide, and internet technologies are becoming increasingly important in that industry. Online hotel booking website (OHBW) has become an important tool in the marketing of hotel services. In this study, the factors affecting the trust perception of OHBW users were investigated. Data collected from 456 consumers using OHBWs were analysed using structural equation modelling. The results showed that reputation, security, ease of use and risk significantly affected the user's perception of trust. In addition, the perception of trust has a positive effect on customer loyalty. As a result, this study aims to provide useful findings to OHBW managers and researchers who want to increase customer trust and ensure their loyalty.
Description
Keywords
Online Hotel Booking Website, Online Booking, Consumer Trust, Consumer Loyalt, Structural Equation Modelling
Journal or Series
European Journal of Tourism, Hospitality and Recreation
WoS Q Value
N/A
Scopus Q Value
Volume
10
Issue
2
