DOES TRUSTWORTHINESS INFLUENCE TRAVEL SERVICE USE INTENTIONS AT AN ONLINE TRAVEL AGENCY? A STUDY ON THE DIGITALIZATION OF THE TOURISM SECTOR IN BANGLADESH

Q1 Social Sciences

Geojournal of Tourism and Geosites Pub Date : 2024-03-29 DOI:10.30892/gtg.52103-1180

Md. Soleman Mollik, Sk. Mahrufur Rahman, Mohammad Robaitur Rahat, Chowdhury Ummeh Kulsum, Saiful Anis Muhammad Sagir

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引用次数: 0

Abstract

The use of online travel agency (OTA) in the sphere of tourism and hospitality industry is steadily rising along with digitalization. The aim of the investigation is to explore the relationship between the elements of trustworthiness (perceived ability, perceived benevolence, and perceived integrity) and the use of online travel agencies. In this study, a purposive sampling technique was used to collect data from the 292 clients of online travel agencies in Bangladesh. With the application of SPSS version 24 and AMOS version 26, structural equation modeling (SEM) was used to examine the research model. The findings indicate that all three elements of trustworthiness - perceived ability, perceived benevolence, and perceived integrity positively influence tourists to use online travel agencies. It scaled a new development in social exchange theory (SET) by introducing the elements of trustworthiness in the context of online travel agencies (OTAs). The present study's findings have important and useful ramifications for online travel service providers, online service agents, and managers of various tourism platforms. They should develop and put into practice strategies to manage trustworthiness across various levels of online travel services to achieve improved responses from travelers.

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可信度是否会影响在线旅行社的旅游服务使用意愿？孟加拉国旅游业数字化研究

随着数字化的发展，在线旅行社（OTA）在旅游业和酒店业的使用率正在稳步上升。本研究旨在探讨可信度要素（感知能力、感知仁慈和感知诚信）与在线旅行社使用之间的关系。本研究采用目的性抽样技术，从孟加拉国 292 名在线旅行社客户中收集数据。应用 SPSS 24 版和 AMOS 26 版，使用结构方程模型（SEM）对研究模型进行了检验。研究结果表明，可信度的三个要素--感知能力、感知仁慈和感知诚信--都会对游客使用在线旅行社产生积极影响。本研究在在线旅行社（OTA）的背景下引入了可信度要素，这标志着社会交换理论（SET）的新发展。本研究的发现对在线旅游服务提供商、在线服务代理商以及各种旅游平台的管理者都具有重要而有益的影响。他们应制定并实施战略，在在线旅游服务的各个层面对可信度进行管理，以提高旅行者的响应度。

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来源期刊

Geojournal of Tourism and Geosites Social Sciences-Geography, Planning and Development

CiteScore

3.90

自引率

0.00%

发文量

156

审稿时长

24 weeks

期刊介绍： GeoJournal of Tourism and Geosites is a scientific publication, with an international status. The Journal is issued under the aegis of the University of Oradea, Department of Geography, Tourism and Territorial Planning, Territorial Studies and Analysis Centre (Romania) and the Academy of Physical Education and Sports from Gdańsk, Faculty of Tourism and Recreation (Poland). At the initiative of an international group of specialists, based on an editorial and scientific committee with a wide international coverage, including leading figures in the field, in 2008 was published the first English issue of the GeoJournal of Tourism and Geosites. The printable format (2-3 issues per year) is supported by the on-line version. The journal aims to publish relevant contributions in tourism, geosites and other areas whose analysis is related to these fields, standing out through originality and scientific contribution to the knowledge and development of this area. An important objective is to promote academic and applied research based on interdisciplinarity with a complex local and global approach.