Abstract
Affiliate marketing (AM) is regarded as one of the promising and fast growing customer acquisition tools in eTourism. The present study aims to identify the key variables affecting consumer trust in tourism related affiliate websites. A mixed method approach was adopted to explore both the consumer’s perspective via focus-group interviews as well as that of tourism affiliate practitioners via an online questionnaire. The main findings comprise firstly that there is a distinction between pivotal determinants of trust and trust enhancing factors. It is suggested that affiliates need to expose their competence and integrity to consumers. Affiliates that feature integrated booking engines need to reduce consumers’ uncertainty by structural assurances and by providing background information on their website.KeywordsConsumer TrusteTourismAffiliate Marketing
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
