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Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage

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  • Baki Rahmi

    (Aksaray University, Management Information Systems, Aksaray University, Bahçesaray District, 68100Aksaray, Turkey, Tel. +903822882458)

Abstract

Tourism is a rapidly growing industry worldwide, and internet technologies are becoming increasingly important in that industry. Online hotel booking website (OHBW) has become an important tool in the marketing of hotel services. In this study, the factors affecting the trust perception of OHBW users were investigated. Data collected from 456 consumers using OHBWs were analysed using structural equation modelling. The results showed that reputation, security, ease of use and risk significantly affected the user's perception of trust. In addition, the perception of trust has a positive effect on customer loyalty. As a result, this study aims to provide useful findings to OHBW managers and researchers who want to increase customer trust and ensure their loyalty.

Suggested Citation

  • Baki Rahmi, 2020. "Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 10(2), pages 106-117, December.
    • Handle: RePEc:vrs:ejothr:v:10:y:2020:i:2:p:106-117:n:1
    DOI: 10.2478/ejthr-2020-0009
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    References listed on IDEAS

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    Cited by:

    1. Qian Jin & Hui Hu & Xiaozhi Su & Alastair M. Morrison, 2021. "The Influence of the Characteristics of Online Itinerary on Purchasing Behavior," Land, MDPI, vol. 10(9), pages 1-19, September.

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