Continuance Intention to Use Online Travel Agent Applications in Post-Pandemic in Indonesia: Technology Acceptance Model Theory
This study aims to investigate the factors that influence travelers' intentions to continue using Online Travel Agents (OTA) applications in the post-pandemic era, using the technology acceptance model as a framework. This study used the quantitative method to evaluate the data obtained....
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2023
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1857/1/ij2023_70.pdf http://eprints.intimal.edu.my/1857/ https://intijournal.intimal.edu.my |
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| Summary: | This study aims to investigate the factors that influence travelers' intentions to continue using
Online Travel Agents (OTA) applications in the post-pandemic era, using the technology
acceptance model as a framework. This study used the quantitative method to evaluate the data
obtained. In total, 240 users of the Online Travel Agents application in Indonesia have been
analyzed with Structural Equation Modeling Smart Partial Least Square 3.2.9 for measurement
and structural model analysis. The results found that perceived ease of use and perceived
usefulness have an influence on trust in using OTA applications and trust influences the
continuance intention in using OTA applications in post-pandemic. Understanding the evolution
of online travel agent applications in the era following the pandemic is crucial for policymakers
and stakeholders in the tourism industry. This understanding can assist in making well-informed
decisions regarding regulations, infrastructure, and resource allocation, which are essential for
supporting the growth and development of these platforms in the post-pandemic travel landscape.
Additionally, examining the utilization of online travel agent applications in the context of the
post-pandemic era can provide insights into the role of technology in shaping and influencing
travel behavior and decision-making. Furthermore, it can also contribute to the identification of
effective strategies for attracting tourists and promoting sustainable tourism practices through
regulations, investments, and marketing efforts. |
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