The Association between Searching for and Purchasing Tourism Services Online
Abstract
The study, conducted over twenty years after online tourism services were first implemented, examines whether behavioral models regarding technology acceptance and technology adoption are still appropriate. The results reveal that today theoretical model constructs such as trust, perceived utility, perceived risk and ease of use have a negligible effect on the frequency with which individuals purchase online tourism services while searching for such services has a major impact. Technological developments and the ease of searching and purchasing via omni-channel strategies have made these two activities almost inseparable. Therefore, technology adoption models need to be adjusted to suit the needs of tech-savvy consumers.Downloads
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