Unpacking the power of trust: how relative advantage, compatibility, ease of use and usefulness drive hotel self-directed bookings

Nur Batrisyia Aza Azhar; Mohd Salehuddin Mohd Zahari; Feri Ferdian; Mohd Hafiz Hanafiah

doi:10.1108/CBTH-05-2024-0176

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Unpacking the power of trust: how relative advantage, compatibility, ease of use and usefulness drive hotel self-directed bookings

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Nur Batrisyia Aza Azhar, Mohd Salehuddin Mohd Zahari, Feri Ferdian, Mohd Hafiz Hanafiah

2025 Consumer Behavior in Tourism and Hospitality Vol. 20 Issue 1 Article Cited by 10 SDG 17SDG 12SDG 16

Abstract

Purpose: This paper aims to explore how relative advantages, compatibility, perceived ease of use and perceived usefulness affect hotel room self-directed booking (SDB) behavior, specifically focusing on the mediating role of trust. Design/methodology/approach: The research utilized the responses of 432 hotel guests, applying an extended technology acceptance model (TAM)− innovation diffusion theory (IDT)−trust framework and using partial least squares structural equation modeling to conduct both direct and indirect path analyses to confirm the study hypotheses. Findings: Results show that perceived relative advantages, compatibility, usefulness and ease of use of the online booking platform significantly impact guests’ SDB behavior, with trust significantly mediating each of the proposed relationships, highlighting its crucial role in promoting online booking behavior. Research limitations/implications: This study underscores the importance of SDB providers’ showcasing the benefits and efficiency of online booking systems in influencing consumer decisions, offering new insights into how technological advancements affect SDB behavior in the hotel industry. Originality/value: By integrating TAM, IDT and trust into an integrated framework, this study provides a comprehensive understanding of the diverse factors influencing hotel guest engagement with SDB, offering practical insights to enhance guest satisfaction with the SDB platform. © 2025, Emerald Publishing Limited.

Affiliations

Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia, Puncak Alam, Malaysia; Faculty of Hospitality and Tourism Management, UCSI, Kuala Lumpur, Malaysia; Faculty of Tourism and Hospitality, Universitas Negeri Padang, Padang, Indonesia

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