Tourist services online purchases in the context of the theory of planned behaviour

Abstract

There can be identified wide use of the Theory of Planned Behavior in understanding and predicting customer behavior. The topic of this paper is to explain intentions of online purchases of tourist services (concretely hotel accommodation) in the context of other variables used within the Theory of Planned Behavior - attitudes, subjective norms and perceived behavioral control. Data collection was performed in Serbia in April 2017 on a convenience sample of 500 respondents. The greatest influence on intention to buy hotel accommodation online is the one of the attitudes (especially for older and respondents with shorter experience with the Internet), followed by the impact of subjective norms (especially in the case of younger respondents) and finally of perceived behavioral control (especially for men). Managerial recommendations are provided, as well.

Keywords

• theory of planned behaviour
• attitudes
• subjective norms
• perceived behavioral control
• intention to purchase
• tourist services
• hotel accommodation
• republic of serbia