What influences the purchase intention of online travel consumers?

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
139 Downloads (Pure)


Despite its increase in recent years, e-commerce is far from surpassing traditional trade, and the online purchase of travel arrangements is no exception. Using an integrated model founded in theory about consumers’ attitude and behaviour, we studied the behaviour intention of online purchasers of travel services, based on an online questionnaire and the responses of 251 respondents. The results indicate that loading time, security, and visual appeal have a positive influence on website quality and suggest that website quality, trust, and brand image explain behaviour intention. The mediation, moderation, and direct effect are studied, offering insights and both theoretical and practical implications.
Original languageEnglish
Pages (from-to)304-320
Number of pages17
JournalTourism and Hospitality Research
Issue number2
Early online date16 Sept 2022
Publication statusPublished - Apr 2024


  • online travel purchase intention
  • trust
  • brand image
  • website quality
  • product marketing activities
  • Risk analysis


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