Digital Choices in Tourism

A UTAUT2 Extended Analysis of Online Hotel Booking Intentions in an Emerging Economy

Abstract

Purpose: This study explores online hotel booking intentions among Bangladeshi tourists. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the most widely used and cited IT adoption model, was employed in this investigation as the theoretical framework for analyzing customers' online hotel booking intentions. In the UTAUT2 paradigm, this work introduces three new concepts called service affordability, online reviews, and website trust.

Methods: The study targeted individuals in Bangladesh with prior experience in online hotel booking. Data were gathered from 400 participants via a self-administered online questionnaire in Google Forms, using convenience sampling, and responses were analyzed using partial least squares structural equation modeling (PLS-SEM).

Results: According to the findings, performance expectancy, social influence, habit, price value, service affordability, and website trust are the most critical determinants of behavioral intention to book hotels online. In contrast, online reviews, effort expectancy, facilitating conditions, and hedonic motivation do not affect customers' intention to book hotels online.

Implications: This study provides practical insights for legislators, marketers, and hospitality managers to improve users' trust, perceived affordability, and overall acceptance of online hotel booking platforms. The findings facilitate the formulation of more user-centric digital strategies in the hospitality sector by identifying key variables related to booking intention and usage.

Originality: This study represents a pioneering effort in Bangladesh by extending the UTAUT2 model to examine online hotel booking behavior. It introduces additional constructs, such as service affordability, online reviews, and website trust, thereby offering a more comprehensive framework for understanding technology adoption in emerging digital tourism markets.