• The Journal of Asian Finance, Economics and Business
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• 제9권5호
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• pp.187-199
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• 2022

The purpose of this study was to offer a new conceptual framework based on a combination of the TPB model, the TAM model, and two additional constructs consisting of eWOM and pricing value called the E-P-TAM-TPB model, and to assess the model's implications on hotel selection behavior. This study empirically examines the E-P-TAM-TPB model to evaluate and validate domestic tourists' online hotel booking intentions by using the partial least squares structural equation modeling (PLS-SEM) approach. The data was collected from 355 domestic tourists who booked the room via the hotel website. The major findings of this study indicated that the E-P-TAM-TPB model has a positive significant influence on online hotel selection behavior. The results revealed that all proposed hypotheses were declared supported. Future studies should build on the framework by incorporating potential moderators to better understand how different groups of customers behave online in different segments of the hospitality industry. Managers must not only develop an easy booking process but also provide price value information to attract or impress clients. Tourists can compare room rates with other hotel websites and OTAs.