Impact of hotel website quality on online booking intentions : ETrust as a mediator

Growing competitiveness in the marketplace pushes hoteliers to fully take advantage of their websites as a marketing tool. This study proposed that a trusting relationship with customers could be developed by investing in hotel website development. A research model that incorporates hotel website quality, eTrust, and online booking intentions was put forward. The software AMOS 20.0 was adopted to analyze the proposed inter-variable relationships. Statistical results demonstrated that hotel website quality is a strong predictor of eTrust which then also mediates the relationship between website quality and consumers' online booking intentions. Implications were offered for practitioners based on the results.School of Hotel and Tourism Managemen