Navigating the tourism digital landscape: The interrelationship of online travel sites' affordances, technology readiness, online purchase intentions, trust, and E-loyalty

Abstract

This study investigates the relationship between online travel sites' affordances (OTSA), technology readiness (TR), and their impact on tourists' online purchase intentions (OPI), as well as the moderating role of trust on OPI and e-loyalty. The survey was conducted online from September 2022 until November 2022 on 306 participants who were selected purposively. The collected data was analyzed using Partial Least Squares-Structural Equation Analysis (PLS-SEM). The findings indicated that OTSA has a greater influence on OPI in comparison to TR. Specifically, OTSA's level of interactivity and stickiness had a noteworthy impact on OPI, while only the innovativeness of TR had a positive effect on OPI. The results of the moderating role of trust indicated that OPI negatively affects e-loyalty in the presence of trust. The research conducted in this study has yielded valuable insights that hold theoretical and practical significance, particularly for local governments and tourism agencies operating in the realm of online travel sites. A key finding of the study emphasizes the importance of improving technology adoption and user experience to facilitate greater comfort and confidence among tourists in using these platforms. Establishing trust between tourists and online travel sites emerges as a critical factor in shaping the success of the tourism industry. By prioritizing trust and transparency, tourism agencies and online travel sites can forge robust relationships with their customers and promote the growth of the tourism industry toward digitalization.

Keywords

• E-loyalty
• Online travel sites' affordances
• Purchase intentions
• Technology readiness
• Trust