A Study on Factors Influencing Chinese Tourists’ Intention to Use Online Travel Reservation Services

Jing Hao Han, Hyuk Jin Kwon Kwon, Dongsoo Kim


As visiting of Chinese tourists to Korea have increased gradually, Chinese people who use online travel reservation services for their visits to Korea have increased accordingly. In addition, the growth of the online reservation services in China is very rapid. Therefore, it is necessary to study the factors affecting the Chinese tourists’ intention to use the online travel reservation services in order to advance e-business in the travel industry. This paper presents a new research model based on Technology Acceptance Model (TAM) including perceived risk, service factors, online reviews and user satisfaction. Also, it analyzes factors affecting the Chinese tourists’ intention to use the online travel reservation services. The results of this study show that the key influencers of the online travel reservation services are perceived usefulness, perceived ease, and perceived risk. Additionally, based on these results, this paper proposes practical suggestions to solve the existing problems and improve online travel reservation websites in China.

Full Text:



Anderson, E. W., Fornell, C., and Lehmann, D. R., “Customer satisfaction, market share, and profitability:findings from Sweden,” The Journal of Marketing, Vol. 58, No. 3, pp. 53-66, 1994.

Bauer, R. A., “Consumer behavior as risk taking,” Dynamic marketing for a changing world, p. 398, 1960.

Byun, H. S., “The Effects of Internet User’s Trust, Impulsiveness and Commitment on the Outcomes of Visiting Web Stores,” Journal of The Korean Academic Association of Business Administration, Vol. 21, No. 4, pp. 23-42, 2008.

Cheon, D. H. and Huh, Y. D., “A Study of the Effects of On-line Travel Agency’s E-service Quality on Trust, Commitment and Purchase Intention,” The Academy of Customer Satisfaction Management, Vol. 13, No. 1, pp. 233-252, 2011.

CNNIC, “The 30st Statistical Report on Internet Development in China,” 2011.

DAVIS, F. D., “Perceived usefulness, perceived ease of use, and user acceptance of information technology,” MIS quarterly, Vol. 13, No. 3, pp. 319-340, 1989.

Han, S. I., “Determinants of the user’s Intention to use of Mobile banking,” The Journal of Society for e-Business Studies, Vol. 10, No. 3, pp. 135-157, 2005.


Hur, S. H., Ryoo, S. Y., and Jeon, S. H., “Determinants of Online Review Adoption:Focusing on Online Review Quality and Consensus,” Journal of Information Technology Applications and Management, Vol. 16, No. 4, pp. 41-58, 2009.

Jung, S. K., Seo, H. S., and Byun, J. W., “The Effects of the Travel Agent Website User’s Organization-Public Relationship on the Customer Satisfaction and Loyalty,” Korea Journal of Tourism and Hospitality Research, Vol. 21, No. 2, pp. 19-37, 2007.

Kim, J. H., “A Study on an Effect of Customer Service Elements on Purchasing in Retail Outlets,” Master’s thesis, 2003.

Kim, N. E. and Kim, M. H., “The Effects of Word-of-Mouth Information Quality on Word-of-Mouth Effects in Online Tourism Context,” Korean Journal of Hotel Administration, Vol. 19, No. 4, pp. 59-79, 2010.

Kim, T. M. and Han, J. S., “A Study for User’s Purchasing Intentions of Internet Travel Products:Focused on extended Technology Acceptance Model (TAM),” Korean Journal of Tourism Research, Vol. 24, No. 1, pp. 185-204, 2009.

Kim, Y. C. and Ko, N. R., “The Effect of Trust for Website on Attitude and Behavioral Loyalty for Website:Focusing on the Moderating Variable of On-line Word of Mouth Feature,” Yonsei Business Review, Vol. 46, No. 1, pp. 71-89, 2009.

Kotler, P., Marketing management. Pearson Education India, 2009.

Kwon, O. B., Wen, Y., and Kim, M. Y., “Factors Affecting Blog Use:An Empirical Study Using Extended TAM and Perceived Encouragement,” The Journal of Society for e-Business Studies, Vol. 12, No. 4, pp. 165-184, 2007.

Lee, E. Y. and Lee, T. M., “The Effects of Information Characteristics on Word of Mouth Performance in Online Environment:Focused on the Moderating Effect of Consumer Knowledge,” Journal of Information Technology Applications and Management, Vol. 16, No. 2, pp. 145-171, 2005.

Li, L. and Dimitrios B., “Influential Factors of Internet Users Booking Online in China’s Domestic Tourism,” Taylor and Francis, Vol. 4, No. 2, pp. 172-188, 2008.

Natasa, C., Daniel, J. C., and Pearl, B., “An examination of the transactional relationship between online travel agencies, travel meta sites, and suppliers,” Emerald Group Publishing Limited, Vol. 22, No. 7, pp. 1048-1062, 2010.

Oliver, R. L., “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol. 17, pp. 460-469, 1980.

Park, C. and Lee, T. M., “A Cross- Cultural Study on the Determinants of eWOM Effect,” Journal of Korean Marketing Association, Vol. 35, No. 6, pp. 1617-1647, 2006.

Vermeulen, I. E. and Daphne, S., “Tried and tested:The impact of online hotel reviews on consumer consideration,” Tourism Management Vol. 30, No. 1, pp. 123-127, 2009.

Ward, J. C. and Amy, L. O., “The internet as information minefield:an analysis of the source and content of brand information yielded by net searches,” Journal of Business research, Vol. 56, No. 11, pp. 907-914, 2003.


Xiao, T., “A cross-national investigation of an extended technology acceptance model in the online shopping context,” Emerald Group Publishing Limited, Vol. 38, No. 10, pp. 742-759, 2010.


  • There are currently no refbacks.