Analysis of the factors affecting the behavior of consumersin Antalya region for online hotel booking

Changes in the tourism industry lead the accommodation industry to search for new apporaches for sales and marketing. While large enterprises are rapidly renewing their marketing department and information infrastructure, and employing experts in their fields, small businesses are rapidly taking their place in holiday search engines and online travel agencies. Accommodation businesses have started to invest in technologies where they can get online reservations from their own pages. With the rapid rise in e-commerce in tourism, small and large businesses are taking their place in this new market on the internet. Nowadays, business owners are working on how they can increase their share in this market and trying to understand this new customer group. It has become more difficult than ever to create market products that will attract the attention of people with a higher level of awareness, who research more, compare prices, carefully select the destination and evaluate alternatives. The rapid developments in technologies in this field also cause the scientific studies to lose their effects rapidly. A positive aspect of a changing economy is the vast possibilities offered by everevolving technology. Technology includes tools or methods designed to do a job more effectively (Robbins et al., 2008). Technology makes every area more effective, from robots in offices to online banking systems and social networks where employees interact with customers. This rapid change in technology is one of the main factors that make it difficult for consumers to adapt to it. Consumers are going through a period when they are faced with a new one without fully adapting to these technologies. Every new hardware comes with different software and it takes a certain time for consumers to keep up with these technologies. As a result, all these new technologies have become portals that open the doors of businesses directly to consumers. Although the researches on this subject have increased, there is still a need for resources that will guide businesses and system builders who want to show up in this field. It is anticipated that this research will contribute to the explanation of consumer behavior in the tourism channel of e-commerce in Turkey. This research aims to examine the consumption behavior of online consumers. When previous studies are examined, it is seen that there are many factors affecting consumer behavior. Among these factors, the trust factor is very important in the field of internet shopping. On the other hand, considering the difficulty of using new technologies, the technology acceptance model is one of the most used models in the literature. In this study, trust and technology acceptance model were used together and the buying behavior of consumers was tried to be explained. As the population of the research, consumers living in Antalya and purchasing online accommodation products were selected. Within the scope of the research, the effects of various demographic variables (age, gender, etc.) on buying behavior and the hypotheses of trust and technology acceptance model were tested with the structural equation model. According to the results obtained, it was found that usefulness, ease of use and fun, and ability, which is a sub-dimension of trust, in the technology acceptance model positively and significantly affects the attitude, but the other sub-dimension of trust, honesty, does not affect the attitude. It has been observed that intention also affects attitude. The results show that online shopping is an enjoyable activity for consumers as well as safety and convenience. Keywords: E-tourism, Online Booking, Consumer Behavior, Technology Acceptance Model