Understanding the determinants of hotel booking intentions and moderating role of habit

Gomaa Agag, Ahmed El-Masry

Research output: Contribution to journalArticlepeer-review

132 Citations (Scopus)


When there are more and more online hotel consumers, it is important for industry players to know why consumers prefer one online booking channel among others. Grounded in the commitment–trust theory (KMV) and the Technology Acceptance Model (TAM), this paper seeks to develop and empirically test a comprehensive framework to examine which factors influence consumer intentions to book hotel online. Using SEM to analyse the data collected from a sample of 1431 Internet users, the results indicate that consumers’ intentions to book hotel online are determined by commitment, trust, attitude, and their antecedents. Finally, commitment, trust and attitude have higher influence on intention to book hotel online for low-habit customers. Implications were offered for practitioners based on the results.
Original languageEnglish
Pages (from-to)52-67
Number of pages16
JournalInternational Journal of Hospitality Management
Early online date29 Jan 2016
Publication statusPublished - Apr 2016
Externally publishedYes


  • Intentions to purchase
  • Hotel online bookings
  • Commitment–trust theory
  • Technology acceptance model (TAM)
  • Habit


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