Online travel behaviour across cohorts: The impact of social influences and attitude on hotel booking intention

Cohort theory suggests that each generation or cohort differs from others in terms of values and consumption behaviour, including travel behaviour. The literature on online travel behaviour has primarily focused on specific generations; less attention has been paid to cross-generational research. Adopting the theory of reasoned action framework, this study explores the role of social influences and attitude on online hotel booking intentions across 4 cohorts: Generation Y, Generation X, baby boomers, and the silent generation. Based on a sample of 557 tourists, findings reveal significant differences among cohorts regarding intention to book online.