Examining the Factors That Influence Tourist Repurchase Intention on the Virtual Hotel Operator Website: Integrating Technology Acceptance Model (TAM) and Trust-Commitment Theory (TCS)

Abstract

The factors that influence repurchase intention in the Virtual Hotel Operator (VHO) context have not been examined in previous studies. This research aims to explore the factors that influence tourist behavior in adopting the technology offered by VHO and using it repeatedly based on the theoretical framework of TAM (Technology Acceptance Model) and Tourism Consumption System Theory, by investigating the effect of perceived usefulness, perceived ease of use, perceived enjoyable, and website appeal on repurchase intention. This research is important because repeat purchase intention reflects loyalty and business desire on the VHO platform which is highly dependent on customers making repeat bookings. Data was collected from 297 respondents in Indonesia who were determined based on a purposive sampling method, and analyzed using PLS-SEM. The results show that perceived usefulness, perceived ease of use, perceived enjoyable, and website appeal significantly affect repurchase intention. Moreover, website appeal partially mediates this relationship. The research results provide support for the TAM and TCS theories, and highlight the mediating role of website appeal as a theoretical contribution. The research results also provide managerial implications for VHO marketers to provide websites that are useful, easy to use, and enjoyable to use, in order to increase website appeal and repurchase intention.