Dog-Friendly Accommodation: Specialty OTAs and Decision-Making

This study utilizes Cognitive-Experiential Self-Theory (CEST) to examine the underserved, but flourishing, market of travelers seeking dog-friendly accommodation. Extant hospitality research has not examined the evaluation/judgment of using specialty OTAs as an information source. CEST allows for an investigation of how experiential and analytic processing of emotion-driven and logic-driven dispositions impact affective and cognitive responses, resulting in the consumer behavioral tendency to use a specialty OTA. Results based on 697 questionnaires from people who had previously traveled with their dogs show that human well-being beliefs impact peoples’ attitude (affective response) and intention to use the specialty OTA. Interestingly expertise has no impact on attitude or usage intention. Further, institutional trust and risk attitude impact the perceived usefulness (cognitive response) and usage intention. A novel, empirically tested model to predict the specialty OTA usage of those wishing to book dog-friendly leisure accommodation is presented. Managerial implications are provided.