Factors affecting individuals' intention to use "Online travel sites" while making travel plans: A research within the framework of the Technology Acceptance Model (TAM)

With the increasing use of digital technology in the tourism sector, traditional methods have been replaced by factors that are using information and communication channels. In other words, with the development of information technologies and the internet, also in line with the widespread use of digital technological factors, individuals can fulfill their travel plans through online travel sites without time and space restrictions, instead of going to travel agencies as traditional methods. Since the past, individuals have been planning their travels according to their needs and wants and carrying out these travels through some steps. It is known that there are various factors that affect the travel decision making process individuals making their travel plans. Therefore, it is important to clearly determine and analyze the factors that affect individuals' intentions to use online travel sites within the context of their intention to use these websites for travel planning. Based on these, the main purpose of this study is to determine the effect of the independent variables which are compiled from the relevant literature on the mediator variable, then the effect of these all variables on the intention to use the online travel sites while individuals are making travel plans within the framework of the Technology Acceptance Model, which is known to have high applicability, validity and reliability. Therefore, in this study the effect of the independent variables such as e-shopping value, website image, price perception, company or website reputation which are added based on the relevant literature to the perceived ease of use and perceived usefulness variables considered within the framework of the Technology Acceptance Model, on the mediator variable e-satisfaction and their effect on the intention to use online travel sites is being investigated. By using the online survey method as the data collection method, a total of 584 surveys have been obtained. In addition to demographic questions, questions were asked to participants to measure perceived ease of use, perceived usefulness, e-shopping value, website image, price perception, company or website reputation as independent variables and e-satisfaction and intention to use the travel sites as dependent variables. Structural Equation Model, Confirmatory Factor Analysis, Goodness of Fit Values and Path Analysis were used in the research. As a result of the analysis of the obtained data with the Structural Equation Model, it was concluded that the variables perceived ease of use, perceived usefulness, e-shopping value, website image and company or website reputation are related to e-satisfaction and e-satisfaction variable is related to the intention to use the website. Based on the data obtained from the research, it was also concluded that only the price perception variable is not related to e-satisfaction.