A cross-cultural validation of tourism web acceptance model: A comparison of Tunisia and China

Internet use has intensified worldwide. However, this evolution masks cultural differences in booking behaviors. This study investigates the effects of culture on the online booking practices of consumers from Tunisia and China. Differences in the structural patterns across the Tunisian (Arabic) and Chinese (Asian) cultural contexts are analyzed. We find that the model of technology acceptance for tourism online booking (tourism web acceptance model) holds for both countries. The effects of perceived risk or subjective norms, which are highly significant in the Tunisian context, attest to the important influence of culture on the online booking behaviors of consumers. Two cognitive constructs, namely, perceived usefulness and perceived ease of use, produce a greater effect on the online booking behaviors of those from Tunisia

Re-examining perceived usefulness and ease of use in online booking: The case of Hong Kong online users

Purpose This paper aims to report the findings of an empirical research focusing on Hong Kong online users’ intention to book online tourism products with latest figures. Focusing on the technology acceptance model (TAM), this case study extends the recent research with providing insight regarding the online users’ perceptions of TAM dimensions and how these dimensions are perceived among different demographic groups and Internet usage characteristics with latest figures in Hong Kong, a major tourism destination in Asia with many world-class hotels. Design/methodology/approach A total of 213 Hong Kong online users were surveyed in March and April 2013 in Hong Kong business districts. Findings Findings reveal that most respondents who use the Internet for booking online travel products are young, and people above a certain age are not likely to favor booking tourism products online. They are more likely to stick to traditional personal service. Perceived usefulness of the Internet is found more influential than its ease of use in forming a usage intention, and ease of use is perceived more important by jobseekers, student and employees than the other profession groups. In addition, respondents who use the Internet every day and did purchase online tourism product perceived usefulness more important than ease of use. Research limitations/implications The generalization of this research is limited by its sample size and number of questions. Originality/value The study gives a new perspective by linking TAM with intention to book online in Hong Kong. The paper would be of interest to the Web site planners or online tourism practitioners to consider Web site usefulness as much as its ease of its use, as both usefulness and ease of use of tourism Web sites are strong predictors of intention to book online.

Chinese travelers’ preferences for hotel amenities

202401 bckwAccepted ManuscriptSelf-fundedPublishedGreen (AAM

Emotional labor of frontline employees : generational differences and intention to stay

202206 bckwNot applicableSelf-fundedPublished18 month

Lifestyle segmentation of spa users : a study of inbound travelers to Hong Kong

202401 bckwAccepted ManuscriptSelf-fundedPublishedGreen (AAM

How do restaurant customers make trade-offs among rate fences?

Title on author’s file: How do restaurant customers make tradeoffs among rate fences?202401 bckwAccepted ManuscriptSelf-fundedPublishedGreen (AAM

Spa market segmentation according to customer preference

202401 bckwAccepted ManuscriptRGCPublishedGreen (AAM

Digital business model configurations in the travel industry

202202 bcvcVersion of RecordNot mentionPublishe

CSR communication strategies and stakeholder engagement of upscale hotels in social media

202401 bckwAccepted ManuscriptSelf-fundedPublishedGreen (AAM

It’s in the air : aroma marketing and affective response in the hotel world

202401 bckwAccepted ManuscriptSelf-fundedPublishedGreen (AAM