HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE
This research aims to investigate the relationships between perceived ease of use, perceived usefulness, tourist trust, and online booking intention. 450 tourists around Thailand were invited to join this research via survey questionnaires. This research applied a structural equation model (SEM) t...
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| Format: | Article |
| Language: | English |
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Editura Universităţii din Oradea
2024-11-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-4-2024/gtg.56417-1331.pdf |
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| _version_ | 1832540801600585728 |
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| author | Thanapa CHOUYKAEW Long KIM* Gulmira ISSAYEVA |
| author_facet | Thanapa CHOUYKAEW Long KIM* Gulmira ISSAYEVA |
| author_sort | Thanapa CHOUYKAEW |
| collection | DOAJ |
| description | This research aims to investigate the relationships between perceived ease of use, perceived usefulness, tourist
trust, and online booking intention. 450 tourists around Thailand were invited to join this research via survey questionnaires.
This research applied a structural equation model (SEM) to analyze the collected data. Findings from the statistical analysis
indicated that IT ease of use significantly influenced tourists’ perceived usefulness. Moreover, tourist trust was influenced by
only perceived usefulness. Finally, trust and perceived usefulness significantly influenced tourists’ intention to book
homestay services online. The results of this research can enable policymakers of this industry to develop effective policies to
attract online booking intention among tourists. |
| format | Article |
| id | doaj-art-78c49c57f47a495dbd4930f0382235df |
| institution | Kabale University |
| issn | 2065-0817 2065-1198 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj-art-78c49c57f47a495dbd4930f0382235df2025-02-04T14:40:09ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172065-11982024-11-015641609161610.30892/gtg.56417-1331HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINEThanapa CHOUYKAEW0Long KIM*1Gulmira ISSAYEVA2School of Management, Walailak University, Nakhon Si Thammarat, Thailand, e-mail: thanapa.ch@wu.ac.thCenter of Excellence in Logistics and Business Analytics (LOGBIZ), School of Accountancy and Finance, Walailak University, Nakhon Si Thammarat, Thailand, e-mail: long.ki@wu.ac.thDepartment of Finance, M.Auezov South Kazakhstan University, Shymkent, Kazakhstan, e-mail: gulmira.issayeva@auezov.edu.kzThis research aims to investigate the relationships between perceived ease of use, perceived usefulness, tourist trust, and online booking intention. 450 tourists around Thailand were invited to join this research via survey questionnaires. This research applied a structural equation model (SEM) to analyze the collected data. Findings from the statistical analysis indicated that IT ease of use significantly influenced tourists’ perceived usefulness. Moreover, tourist trust was influenced by only perceived usefulness. Finally, trust and perceived usefulness significantly influenced tourists’ intention to book homestay services online. The results of this research can enable policymakers of this industry to develop effective policies to attract online booking intention among tourists. https://gtg.webhost.uoradea.ro/PDF/GTG-4-2024/gtg.56417-1331.pdftrustdecisiononlineinformation technologyperceived ease of useusefulness |
| spellingShingle | Thanapa CHOUYKAEW Long KIM* Gulmira ISSAYEVA HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE Geo Journal of Tourism and Geosites trust decision online information technology perceived ease of use usefulness |
| title | HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE |
| title_full | HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE |
| title_fullStr | HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE |
| title_full_unstemmed | HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE |
| title_short | HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE |
| title_sort | how perceived ease of use trust and perceived usefulness influence tourists decision to book homestay services online |
| topic | trust decision online information technology perceived ease of use usefulness |
| url | https://gtg.webhost.uoradea.ro/PDF/GTG-4-2024/gtg.56417-1331.pdf |
| work_keys_str_mv | AT thanapachouykaew howperceivedeaseofusetrustandperceivedusefulnessinfluencetouristsdecisiontobookhomestayservicesonline AT longkim howperceivedeaseofusetrustandperceivedusefulnessinfluencetouristsdecisiontobookhomestayservicesonline AT gulmiraissayeva howperceivedeaseofusetrustandperceivedusefulnessinfluencetouristsdecisiontobookhomestayservicesonline |