The impact of e-service on hotels' booking: adjusted TAM framework for customers' intentions to book hotels online

Electronic services have modified the procedures of online communication, namely in terms of available information which facilitates comparisons and transparency of markets, information diversity, and website interactivity. Understanding the determinants of customers' intentions for booking online through electronic services becomes important for the hospitality industry because, within this industry, hotels are witnessing a reorganisation of the distribution channels and marketing strategies. The purpose of this study was to examine the relationship between the TAM model, dimensions of e-service quality, and clients' hotel e-booking intentions, focusing on evidence drawn from consumers of five-star hotels in Beirut, Lebanon. Customers still seek assistance during their online booking procedure. Results revealed that perceived trust, followed by perceived ease of use and perceived risk are key factors of e-booking. In managerial terms, this research enables decision-makers to identify factors influencing consumer behaviour when buying online, as well as the motivation factors that drive them to make online purchases. Finally, this study determined the degree of association of variables through linear regression analysis in an empirical study conducted on 154 hotel guests.