Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features

Engin Tengi̇li̇moglu () and Azize Hassan ()
Additional contact information
Engin Tengi̇li̇moglu: Selcuk University, Faculty of Tourism, Department of Tourism Management, Konya, Turkey
Azize Hassan: Hacı Bayram Veli University, Faculty of Tourism, Department of Travel Management and Tourism Guidance, Ankara, Turkey

Journal of Tourismology, 2020, vol. 6, issue 1, 1-12

Abstract: The transformations experienced in the tourism industry along with developing internet technologies are bringing out new distribution channels. The presentation of tourism products through these channels has also been rapidly accepted by the tourists. Online travel sales exceeding 690 billion dollars together with developing mobile payment options have made online purchasing behaviors an important issue. Although Flow Theory had been previously used in the fields such as adventure and sports, in the course of time it has started to be used also for understanding online consumer behaviors and it was seen that it has positive effects like trust, and e-loyalty in users. Therefore, determination of the factors that will provide consumers with flow experience in online environments, has also become an important issue. In this study, the features of a booking site that will provide consumers with flow experience were examined and which factors are more effective in the flow theory was searched. Consequently, it was determined that the flow experience is affected by utilitarian and hedonic features offered to consumers. Additionally, it was also observed that hedonic features offered to the consumers during the purchasing process affects the flow experience more than utilitarian features.

Keywords: Flow theory; Online rezervation; Online purchase behavior; Utilitarian and hedonic features (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://dergipark.org.tr/tr/download/article-file/1246158 (application/pdf)
https://dergipark.org.tr/tr/pub/iuturizmoloji/issue/52515/701393 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ist:iupjot:v:6:y:2020:i:1:p:1-12

DOI: 10.26650/jot.2020.6.1.0010

Access Statistics for this article

Journal of Tourismology is currently edited by Gurel Cetin

More articles in Journal of Tourismology from Istanbul University, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Istanbul University Press Operational Team (Ertuğrul YAŞAR) ().