Factors that Influence Consumer Purchase Intention towards Online Travel Packages Available on E-Marketplace during New Normal

Abstract

The tourism industry has recently been affected by worldwide Covid-19 Pandemic. One of the fundamental aspects of developing the tourism sector through the e-marketplace is a digital technology and mobile phones. The factor that influences purchase intention toward online package available on E-Marketplace during new normal. To evaluate the hypotheses, Partial Least Squares Smart Software (PLS) was created. In a survey of 221 Internet users, the empirical findings indicate that travel plans online are decided primarily by the Online Word of Mouth (WOM), Subjective Norm, Perceived Relative Advantage, Attitude, Perceived Risk, Destination Trust, Perceived Behavioural Control. The theoretical frameworks and the practical consequences of this study are explored, and further research guidelines are discussed.