Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 27, Issue 2, Pages 284-292Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2007.07.023
Keywords
online hotel reservations; users' online reservation behavior; technology acceptance model
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Building on the technology acceptance model (TAM), this study examined users' perceptions of reservation Web sites: hotel-owned and third-party. As an experimental study, this study tested whether a modified variant of the TAM could be used to evaluate users' perceptions of two different channels for hotel online reservations. Perceived usefulness was a key predictor of users' attitudes toward using hotel-owned Web sites, while perceived ease of use was a key predictor of users' attitudes toward using third-party Web sites. Both perceived playfulness and attitudes were two key predictors of users' intentions to use hotel reservation Web sites. However, no significant differences in users' perceptions were found between the two types of Web sites. Overall, users had more favorable attitudes and higher intentions to revisit third-party Web sites than hotel-owned Web sites. (C) 2007 Elsevier Ltd. All rights reserved.
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