Abstract
This work aims to study a subject that has become increasingly important in today's society and that requires constant and updated research: the online tourism, and the relationship between consumers and the websites dedicated to the provision of services of accommodation reservations. This way, one intended to analyze which elements influence the most electronic trust of the Portuguese population in these platforms. Throughout this work, concepts like e-wom, website characteristics, electronic trust and homophily (attribute similarity) were approached. We investigated the role of certain website characteristics, namely comments from other consumers and the quality of websites, and some homophily traits such as the gender and individuals’ experience on these websites on electronic trust. To better understand this phenomenon, a quantitative methodology was used by means of an online questionnaire, mostly divulgated through Facebook, considered an important mean of communication, and a total of 509 valid answers were obtained. As main conclusions we can state that Booking.com is the website of choice for the sampled individuals to search and book accommodation, their trust in the websites is clearly influenced by the feedback given by previous consumers, and the website quality is the factor that influences the most this element.
Sign-in/Register to access full text options 
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.
