الأفاق للدراسات الإقتصادية
Volume 8, Numéro 2, Pages 270-292
2024-01-14
Interpretation Of The Customers’ Behavioral Intention In Online Hotel Rooms Booking: Application Of The Extension Of The Unified Theory Of Acceptance And Use Of Technology, A Field Study Of Some Hotels In Eastern Algeria
Authors : Silem Mokhtar . Aliane Fathi .
Abstract
This study aims to explain the behavioral intention of customers to book hotel rooms online, in light of the extension of the unified theory of acceptance and use of technology, in all its dimensions, namely: Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Habit, Price Value, Hedonic Motivation, Perceived Trust, with field study applied in hotels in some states of the eastern Algeria. To achieve the study's objectives, a questionnaire was designed and distributed to a sample of users amounting to 303 users, where the data obtained was processed using SPSS v.25. The results showed that the behavioral intention of customers in booking hotel rooms online is greatly and positively influenced by the various dimensions of extending the unified theory of acceptance and use of technology but with varying degrees of impact where habit, social influence, motivation of pleasure, and perceived trust have a greater impact on customers' behavioral intention than dimensions: Performance Expectancy, Effort Expectancy, facilitating conditions, and price value. Based on the results, theoretical contributions of the study were discussed, proposed recommendations for hotel managers, and suggested prospects for the study
Keywords
Behavioral Intention ; Online Hotel Booking ; Extension of the Unified Theory of Acceptance and Use of Technology (UTAUT2), ; Hotel Managers
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