ABSTRACT
Online Travel Agencies (OTA) has been considered as an innovative technology that was designed to improve users’ reservation experiences. However, this business partnership of hotels and online travel intermediaries create the situation where maintaining profitability in the long term is a battle for hotels. This paper conceptualizes a new model that Technology Readiness Index (TRI 2.0) and Unified Theory of Acceptance and Use of Technology (UTAUT 2) by using Information Integration Theory. A new integrated model will be developed to improve the understandability and deeper insight of consumer general belief of technology and attitudes towards specific technology. This study would provide an insight on the behavior of the guest who uses OTA.
