4.4 Article

Determinants of online hotel booking intentions: website quality, social presence, affective commitment, and e-trust

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ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/19368623.2021.1899095

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Hotel website quality; social presence; affective commitment; e-trust; online hotel intentions

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This study investigates the impact of hotel website quality, social presence, affective commitment, and e-trust on travelers' online hotel booking intentions, highlighting the significant role of social experience in enhancing travelers' motivation to book a room at a hotel.
This study investigates the effect of hotel website quality, social presence, affective commitment, and e-trust on travelers' online hotel booking intentions. Smart-PLS software was applied to test the hypotheses. The results of this study explain how hotel website quality, social presence, affective commitment, and e-trust have a significant relationship with online hotel booking intentions. This study identifies how hotel website quality is a critical driver in developing affective commitment, e-trust, and online hotel booking intentions. Travelers who enjoy the social experience with the hotel website platform are more motivated to book a room at that hotel. This study confirms the vital role of social presence in enhancing e-trust and online hotel booking intentions and provides evidence of the importance of the holistic model in understanding travelers' decision-making processes, especially when booking a hotel room.

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