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Chapter

Embedding
                                psychographic traits into UTAUT2: A conceptual paper on Online
                                Travel Agency (OTA) users

Chapter

Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users

DOI link for Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users

Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users book

Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users

DOI link for Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users

Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel Agency (OTA) users book

ByA.A. Azdel, H. Khalid, S.M. Radzi, R.N.R. Yusof
BookHeritage, Culture and Society

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Edition 1st Edition
First Published 2016
Imprint CRC Press
Pages 5
eBook ISBN 9781315386980

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.

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