Navigating the digital travel landscape: understanding the role of technology readiness in OTAs acceptance and usage for hotel bookings

• Published in: Asia Pacific Journal of Marketing and Logistics
• Main Author: Azdel A.A.; Awang K.W.; Yusof R.N.R.; Hanafiah M.H.
• Format: Article
• Language: English
• Published: Emerald Publishing 2024
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85180694827&doi=10.1108%2fAPJML-06-2023-0590&partnerID=40&md5=8e8b4c94f71e87c7b38fb1d4000af347

Purpose: This paper delves into the multi-faceted factors influencing the adoption and utilisation of online travel agencies (OTAs) for reserving hotel accommodations. The study aims to expand upon the unified theory of acceptance and use of technology (UTAUT2) framework to accomplish this objective by integrating the critical dimension of technology readiness (TR). Design/methodology/approach: Four hundred and fifty-three (453) inbound tourists were asked to share their feedbacks on their recent OTA booking experience. Structural equation modelling (SEM) was used to confirm the study model and test the study hypotheses. Findings: This study found that the motivating TR attributes favourably affect the acceptance and actual use of OTAs, while the inhibitors TR reflects adverse effects on OTA’s usage. On the other hand, the OTAs usage attributes: performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value and habit are all significant determinants of consumers' behavioural intention. Originality/value: The originality of this study lies in providing a more comprehensive explanation and prediction of consumer behaviour in relation to OTAs. Specifically, it recognises the importance of TR as a significant determinant of technology adoption and usage within the service industry realm. © 2023, Emerald Publishing Limited.