Abstract
Abstract Tourism is a rapidly growing industry worldwide, 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.
Highlights
The rapid increase in internet usage has caused consumers to use e-commerce websites more in purchasing products and services
Online hotel booking website (OHBW) has become an important tool in selling hotel services
The fact that OHBW customers perceive the website as risky affects their trust in the site in a negative way (β = −0.134, p < 0.005), and H3 is accepted
Summary
The rapid increase in internet usage has caused consumers to use e-commerce websites more in purchasing products and services. The widespread use of information and communication technologies has enabled companies, especially in the tourism sector, to reach customers directly (Zhou, 2004). Tourism is one of the fastest growing industries worldwide, and the importance of internet technologies in the sector is increasing rapidly (Buhalis, 2004). Accommodation companies, which want to provide convenient booking facilities to their customers, use online booking tools such as hotel websites, online hotel booking websites (OHBWs) and airline websites (Abdullah et al, 2017). Many hotels use the popular OHBWs, they have their own website where guests can book. The adoption of online booking technology by customers has recently increased due to the ease of checking information and making online reservations
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