The Role of Search Engine Optimization Awareness in Decision-Making: Applying the Technology Acceptance Model to Online Travel Agencies

Georgios A. Deirmentzoglou (), Eirini Vlassi and Katerina Maronou
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Georgios A. Deirmentzoglou: Neapolis University Pafos
Eirini Vlassi: Neapolis University Pafos
Katerina Maronou: Neapolis University Pafos

A chapter in Innovation and Creativity in Tourism, Business and Social Sciences, 2025, pp 485-493 from Springer

Abstract: Abstract Over the past few decades, e-commerce has become a dominant force in global commerce and has had a significant impact on the tourism industry. Although search engines affect the online experience of Internet users on a daily basis, knowledge of search engine optimization (SEO) is still limited to the general public. Given the lack of academic research on this topic, this study aims to investigate how awareness of SEO affects consumer behavior in the context of online travel agencies. A survey was conducted among Greek and Cypriot Internet users to explore how awareness of SEO, along with perceived usefulness and ease of use, can influence their decisions to book travel services online. The results show that awareness of SEO has a significant positive influence on users’ decisions to make online bookings. The findings contribute to the technology acceptance model and consumer behavior theory. Furthermore, the study has important implications for online travel agencies and marketing professionals.

Keywords: Online travel agencies; e-commerce; SEO; Search engine optimization; Consumer behavior; Technology acceptance model (search for similar items in EconPapers)
JEL-codes: L81 M31 O33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-87019-4_33

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DOI: 10.1007/978-3-031-87019-4_33

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