E-Tourism: Malaysian travellers intention in online accommodation booking

Abstract

A great number of tourists has embraced online travel booking. This paper examines the influence of four factors, namely credibility, trustworthiness, perceived usefulness, and perceived ease of use on booking intention and explores whether the attitude mediates the relationship between trustworthiness and booking intention. A total of 191 completed and usable questionnaires from holidaymakers in Malaysia were collected. The results showed that perceived usefulness and perceived ease of use have a significant positive relationship with the booking intention. The result also highlighted that attitude partially mediates the relationship between trustworthiness and booking intention. The paper concludes with a discussion on managerial implications and suggestions to address this issue.    Keywords: holiday accommodations, holidaymakers, online booking, online information search.    eISSN: 2398-4287 © 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.   DOI: https://doi.org/10.21834/ebpj.v5iSI1.2320