Abstract
Using the theory of reasoned action as the underlying theoretical foundation, this study examines the direct effects of compatibility, perceived usefulness, communicability, perceived risk, and perceived playfulness on attitudes toward online booking and the indirect effects of these variables on consumers’ intention to use three different online hotel booking channels - independent hotel websites, chain hotel websites, and third-party hotel websites. Additionally, this study tests the direct effect of attitude towards online booking on consumers’ intention to use the three online booking channels. Collected data from 638 participants via Amazon M-Turk was analyzed using partial least squares based structural equation modeling. The findings indicated that compatibility, perceived usefulness, communicability, perceived risk, and perceived playfulness significantly positively affect attitudes toward online booking. Moreover, the attitude toward online booking significantly influences consumers’ intention to use independent hotel websites, chain hotel websites, and third-party hotel websites. In addition, attitude towards online booking fully mediated the relationship between compatibility, perceived usefulness, communicability, perceived risk and perceived playfulness, and intention to use independent hotel websites, chain hotel websites, and third-party hotel websites.
Keywords
communicability, compatibility, perceived usefulness, communicability, perceived risk, perceived playfulness
ORCID Identifiers
Atefeh Charmchian Langroudi: https://orcid.org/0009-0009-4239-411X
Imran Rahman: https://orcid.org/0000-0003-2948-5147
Maryam Charmchian Langroudi: https://orcid.org/0009-0007-0523-9407
John Stephan: https://orcid.org/0000-0003-1863-1997
Parisa Mohammadi: https://orcid.org/0009-0007-5658-4905
DOI
10.5038/2771-5957.4.1.1061
Recommended Citation
Langroudi, A. C., Rahman, I., Langroudi, M. C., Stephan, J., & Mohammadi, P. (2025). The interplay of website characteristics, attitude, and booking intentions for different hotel websites: a theory of reasoned action perspective. Journal of Global Hospitality and Tourism, 4(1), 46-67. https://www.doi.org/10.5038/2771-5957.4.1.1061
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Included in
Business Administration, Management, and Operations Commons, Hospitality Administration and Management Commons, Social and Behavioral Sciences Commons, Technology and Innovation Commons, Tourism and Travel Commons
