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

Nur Batrisyia Aza Azhar et al.

Consumer Behavior in Tourism and Hospitality2025https://doi.org/10.1108/cbth-05-2024-0176article
ABDC B
Weight
0.58

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.

12 citations

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https://doi.org/https://doi.org/10.1108/cbth-05-2024-0176

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@article{nur2025,
  title        = {{Unpacking the power of trust: how relative advantage, compatibility, ease of use and usefulness drive hotel self-directed bookings}},
  author       = {Nur Batrisyia Aza Azhar et al.},
  journal      = {Consumer Behavior in Tourism and Hospitality},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1108/cbth-05-2024-0176},
}

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Evidence weight

0.58

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.58 × 0.4 = 0.23
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.