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.

Giuseppina Lo Mascolo, Chiara Di Maria, Marcello Chiodi, Arabella Mocciaro Li Destri (2024). Investigating hotel consumers’ purchase intention on web analytics data through PLS-SEM. In Proceedings of the Statistics and Data Science 2024 Conference. Palermo : Palermo University Press.

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

Giuseppina Lo Mascolo
Primo
Methodology
;
Chiara Di Maria
Secondo
Methodology
;
Marcello Chiodi
Penultimo
Supervision
;
Arabella Mocciaro Li Destri
Ultimo
Supervision
2024-05-31

Abstract

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.
31-mag-2024
Settore SECS-S/01 - Statistica
Settore SECS-P/08 - Economia E Gestione Delle Imprese
978-88-5509-645-4
Giuseppina Lo Mascolo, Chiara Di Maria, Marcello Chiodi, Arabella Mocciaro Li Destri (2024). Investigating hotel consumers’ purchase intention on web analytics data through PLS-SEM. In Proceedings of the Statistics and Data Science 2024 Conference. Palermo : Palermo University Press.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10447/638796
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