Exploring the Behavior Intention of Online Travel Agency Hotel Reservation with Technology Acceptance Model

The purpose of this study is to explore the behavior intention of online travel agencies in hotel reservation by adopting the technology acceptance model. The maturity and fast transmission speed of Internet construction, the increasingly diversified and advanced dissemination of online tourism information, the rapid growth of free travel population using the online reservation system, the promotion of hotel industry to join online travel agencies to increase exposure, and the adoption of online reservation to receive orders to improve the hotel housing rate and increase operating income. In view of this, this study is aimed at the consumers who use the online travel agency's reservation system. The results show that there is a positive significant relationship between the consumer attributes of the online travel agency's reservation system and the perceived ease of use and perceived usefulness of the technology acceptance model on the attitudes and behavioral intentions of users.