Online Food Delivery in Tourism Destination: Factors Promoting Intentional Behaviour and eWOM

Abstract

Online Food Delivery (OFD) has become essential to global people's lives with digital life behaviour preferences. This study seeks to uncover the intrinsic aspects of OFD customers who use this service in the tourist destinations they visit. By involving 307 respondents surveyed online, this study has analyzed the construction of the influence of variables of religiosity, environmental awareness, brand authenticity, ability, motivation, and opportunity, on customer attitudes that lead to intentional behaviour and electronic Word of Mouth. The results of the SEM-PLS analysis revealed that aspects of environmental awareness and brand authenticity did not significantly influence the attitude of OFD customers, whereas, in this study, other aspects studied were found to have a significant effect. Customer attitude is a determining factor for intentional behaviour and electronic word of mouth. This study has supported the postulation of the importance of customer religiosity profiles and the Theory of Planned Behaviour.

Keywords

• online food delivery
• religiosity
• tourist destination