Investigating hotel consumers’ purchase intention on web analytics data through PLS-SEM

In an era of rapid technological advancement, the hospitality industry has witnessed a significant shift towards online booking platforms. This shift necessitates an exploration of psychological and behavioural factors influencing online purchase intention. This research investigates the relationships between trust, brand orientation, and engagement attitude in hotel consumers' online purchase intention. Utilizing Partial Least Square Structural Equation Modelling (PLS-SEM) on web analytics data, the study offers a comprehensive analysis of factors influencing consumers' decision-making in online hotel bookings. The findings enhance understanding of consumer behaviour in the digital hospitality industry, with implications for operations, strategy, and management.