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Abstract

This study develops and tests a model predicting travelers’ intent to purchase tourism products and services online using data collected from travelers to Mauritius. Results from the structural equation modeling analysis indicate a good model fit and support four of the five proposed hypotheses. Findings suggest that travelers’ perceived usefulness, trust and perceived risks are good determinants of their attitude to e-purchasing which in turn significantly influences epurchase intent. Theoretically, our model provides a holistic view of the determinants of travelers’ e-purchase intent by incorporating the effects of perceived risk and truth with the basic variables of the technology acceptance model in an integrated framework. The managerial implications of the research for online tourism and hospitality vendors are discussed, together with the study’s limitations.

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Travelers’ Intent to Purchase Tourism Products and Services Online

This study develops and tests a model predicting travelers’ intent to purchase tourism products and services online using data collected from travelers to Mauritius. Results from the structural equation modeling analysis indicate a good model fit and support four of the five proposed hypotheses. Findings suggest that travelers’ perceived usefulness, trust and perceived risks are good determinants of their attitude to e-purchasing which in turn significantly influences epurchase intent. Theoretically, our model provides a holistic view of the determinants of travelers’ e-purchase intent by incorporating the effects of perceived risk and truth with the basic variables of the technology acceptance model in an integrated framework. The managerial implications of the research for online tourism and hospitality vendors are discussed, together with the study’s limitations.