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 Authors: Azdel, Abdul Aziz; Awang, Khairil Wahidin; Yusof, Raja Nerina Raja; Hanafiah, Mohd Hafiz
• Format: Article; Early Access
• Language: English
• Published: EMERALD GROUP PUBLISHING LTD 2023
• Subjects: Business & Economics
• Online Access: https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001131127400001

PurposeThis 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/approachFour 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.FindingsThis 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/valueThe 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.