Navigating the digital travel landscape: understanding the role of technology readiness in OTAs acceptance and usage for hotel bookings
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...
| Published in: | Asia Pacific Journal of Marketing and Logistics |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024
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| 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 |