Analyzing the factors influencing a tourism consumer?s online purchase intention

Abstract

Over the years, the tourism sector has presented significant technological changes, forcing travel agencies to reinvent how they offer and provide their services to adapt to this new online travel environment, and since there are two types of intermediaries in this service, it is essential to study the consumer's purchase intention and the factors behind that decision-making. Therefore, the objective of this study was to examine factors that affect the purchase intention of tourists through online travel sales websites, through an adaptation of the TAM. Data were collected from 404 individuals over 18 years old from Tamaulipas, Mexico. For its analysis, the statistical technique of structural equations with partial least squares was applied. The results highlight the difference in the respondents' age with respect to their purchase intention and its relationship with perceived usefulness and trust.