International Journal of Contemporary Hospitality Management, Volume 27, Issue 2, March 2015.
Purpose This case study aims to report the findings of an empirical research focusing on Hong Kong online users’ intention to book online tourism products with latest figures. Focusing on the TAM (Technology Acceptance Model), this case study extends the recent research with providing insight regarding the online users’ perceptions of technology acceptance model dimensions and how these dimensions are perceived among different demographic groups and Internet usage characteristics with latest figures in Hong Kong, a major tourism destination in Asia with many world-class hotels. Design/methodology/approach A total of 213 Hong Kong online users were surveyed in March and April 2013 in Hong Kong business districts. Findings Findings reveal that most respondents who use the Internet for booking online travel products are young and people above certain age are not likely to favor booking tourism products online. They are more likely to stick to traditional personal service. Perceived usefulness of the Internet is found more influential than its ease of use in forming a usage intention, and ease of use is perceived more important by jobseekers, student and employees than the other profession groups. In addition, respondents who use the Internet everyday and did purchase online tourism product perceived usefulness more important than ease of use. Research limitations/implications The generalization of this research is limited by its sample size and number of questions. Originality/value The study gives new perspective by linking TAM with intention to book online in Hong Kong. The paper would be of interest to the website planners or online tourism practitioners to consider website usefulness as much as its ease of its use since both usefulness and ease of use of tourism websites are strong predictors of intention to book online.
Purpose This case study aims to report the findings of an empirical research focusing on Hong Kong online users’ intention to book online tourism products with latest figures. Focusing on the TAM (Technology Acceptance Model), this case study extends the recent research with providing insight regarding the online users’ perceptions of technology acceptance model dimensions and how these dimensions are perceived among different demographic groups and Internet usage characteristics with latest figures in Hong Kong, a major tourism destination in Asia with many world-class hotels. Design/methodology/approach A total of 213 Hong Kong online users were surveyed in March and April 2013 in Hong Kong business districts. Findings Findings reveal that most respondents who use the Internet for booking online travel products are young and people above certain age are not likely to favor booking tourism products online. They are more likely to stick to traditional personal service. Perceived usefulness of the Internet is found more influential than its ease of use in forming a usage intention, and ease of use is perceived more important by jobseekers, student and employees than the other profession groups. In addition, respondents who use the Internet everyday and did purchase online tourism product perceived usefulness more important than ease of use. Research limitations/implications The generalization of this research is limited by its sample size and number of questions. Originality/value The study gives new perspective by linking TAM with intention to book online in Hong Kong. The paper would be of interest to the website planners or online tourism practitioners to consider website usefulness as much as its ease of its use since both usefulness and ease of use of tourism websites are strong predictors of intention to book online.