Reconnoitering enablers of travelers' online hotel booking intention: moderation of service affordability and perceived pandemic risk

Abstract

PurposeThe meddling of foreign players into the Indian hotel industry has triggered fervent competitiveness, and therefore, consumers' attitude, intention and behavior have been the epicenter of all activities. This study endeavors to explicate enablers of online hotel booking intention (OHBI) in the Indian hospitality industry.Design/methodology/approachThe study examined OHBI of 560 travelers during the first wave of COVID-19 pandemic in India using structural equation modeling and an extended technology acceptance model. Direct and indirect associations were explored using mediation and moderation.FindingsThe results manifest that hotel website credibility, perceived website interactivity and perceived ease of use (PEU) aggrandize perceived usefulness (PU), which, in turn, considerably magnifies travelers' OHBI. PEU and PU partially mediate the relationship in the model. Into the bargain, service affordability reinforces the relationship, while perceived pandemic risk enfeebles the relationship between PU and OHBI.Research limitations/implicationsThe study unfurls pressing determinants of PEU, PU and OHBI that may facilitate hoteliers to lure travelers and enhance profitability.Originality/valueThere is a paucity of literature on “hotel website credibility” and “perceived pandemic risk” in the hospitality industry. Hence, the study enriches literature by assimilating underlying constructs through an epigrammatic conceptual model. The study is distinctive because it unearths the possibilities of mediation and moderation amongst the aforementioned constructs and posits the calamitous effects of the COVID-19 pandemic on the tourism and hospitality sector.