Impact of hotel website quality on online booking intentions: eTrust as a mediator |
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| Institution: | 1. School of Hotel and Tourism Management at the Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;2. Faculty of Business Administration at the University of Macau, E22-2043, Avenida da Universidade, Taipa, Macau;1. Business Administration Division, Mahidol University International College (MUIC), Buddhamonthon, Salaya, Nakhon Pathom 73170, Thailand;2. Tourism and Hospitality Management Division, Mahidol University International College (MUIC), Buddhamonthon, Salaya, Nakhon Pathom 73170, Thailand;1. Texas Tech University, United States;2. Rosen College of Hospitality Management, University of Central Florida, United States;1. Reading Academy, Nanjing University of Information Sciences and Technology, PR China;2. Government Girls Degree College, Sarai Saleh, Haripur, (KPK), Pakistan;3. Reading Academy, Nanjing University of Information Science and Technology, PR China;4. National University of Modern Languages, Islamabad, Pakistan;5. Lahore Business School, University of Lahore, Gujrat Campus, Pakistan |
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| Abstract: | Growing competitiveness in the marketplace pushes hoteliers to fully take advantage of their websites as a marketing tool. This study proposed that a trusting relationship with customers could be developed by investing in hotel website development. A research model that incorporates hotel website quality, eTrust, and online booking intentions was put forward. The software AMOS 20.0 was adopted to analyze the proposed inter-variable relationships. Statistical results demonstrated that hotel website quality is a strong predictor of eTrust which then also mediates the relationship between website quality and consumers’ online booking intentions. Implications were offered for practitioners based on the results. |
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| Keywords: | Hotel website quality eTrust Online booking intentions Mediation effect |
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