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

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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...

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Bibliographic Details
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

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