Psychological factors influencing online booking intentions among resort tourism service users

Abstract

PurposeThis study examines the psychological factors that directly influence individuals’ intentions to book or arrange reservations through resort hotel websites within the context of the Unified Theory of Acceptance and Use of Technology (UTAUT). Specifically, this study focused on identifying and understanding the key drivers of online purchase intentions, including performance expectancy, effort expectancy, social influence and facilitating conditions within the UTAUT model.Design/methodology/approachThis study used the UTAUT as a theoretical framework. A quantitative research approach was adopted and data were collected through surveys using a five-point Likert scale. The sample consisted of 270 participants, selected through purposive sampling. Data analysis was performed using Smart PLS software.FindingsThe results indicate that performance and effort expectancy significantly influence online purchase intentions. However, social influence did not significantly affect online purchase intention. By contrast, facilitating conditions significantly and positively influence online purchase intention.Practical implicationsThese findings have practical implications for hotel managers and marketers. Emphasizing performance, effort expectations and facilitating conditions can improve customer perceptions of website usefulness and directly increase their intention to book. The limited impact of social influence suggests the need to focus less on social recommendations or endorsements in online marketing efforts and prioritize individual factors and objective information.Originality/valueThis study contributes to the field of technology and tourism by examining the psychological factors that directly influence users’ intention to purchase from resort hotel websites. This extends the understanding of online purchase intentions in the context of resort tourism and highlights the importance of facilitating conditions. This study also partially confirms the applicability of the UTAUT model in this domain and provides insights for future research on online purchase intentions in resort tourism.