Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage

Baki Rahmi ()
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Baki Rahmi: Aksaray University, Management Information Systems, Aksaray University, Bahçesaray District, 68100Aksaray, Turkey, Tel. +903822882458

European Journal of Tourism, Hospitality and Recreation, 2020, vol. 10, issue 2, 106-117

Abstract: Tourism is a rapidly growing industry worldwide, and internet technologies are becoming increasingly important in that industry. Online hotel booking website (OHBW) has become an important tool in the marketing of hotel services. In this study, the factors affecting the trust perception of OHBW users were investigated. Data collected from 456 consumers using OHBWs were analysed using structural equation modelling. The results showed that reputation, security, ease of use and risk significantly affected the user's perception of trust. In addition, the perception of trust has a positive effect on customer loyalty. As a result, this study aims to provide useful findings to OHBW managers and researchers who want to increase customer trust and ensure their loyalty.

Keywords: Online hotel booking website; Online booking; Consumer trust; Consumer loyalt; Structural equation modelling (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ejothr:v:10:y:2020:i:2:p:106-117:n:1

DOI: 10.2478/ejthr-2020-0009

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