<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

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

European Journal of Tourism, Hospitality and Recreation

This work is licensed under the Creative Commons Attribution 4.0 International License.

Tourism is a rapidly growing industry worldwide, and internet technologies are becoming increasingly important in that industry. Online hotel booking website...

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

Article Category: Research Article

Published Online: Nov 26, 2020

Page range: 106 - 117

Received: Mar 31, 2020

Accepted: May 30, 2020

DOI: https://doi.org/10.2478/ejthr-2020-0009

Keywords
Online hotel booking website, Online booking, Consumer trust, Consumer loyalt, Structural equation modelling

© 2020 Rahmi Baki, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Article Category: Research Article

Published Online: Nov 26, 2020

Page range: 106 - 117

Received: Mar 31, 2020

Accepted: May 30, 2020

DOI: https://doi.org/10.2478/ejthr-2020-0009

KeywordsOnline hotel booking website, Online booking, Consumer trust, Consumer loyalt, Structural equation modelling

© 2020 Rahmi Baki, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Online hotel booking website, Online booking, Consumer trust, Consumer loyalt, Structural equation modelling