HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE

This research aims to investigate the relationships between perceived ease of use, perceived usefulness, tourist trust, and online booking intention. 450 tourists around Thailand were invited to join this research via survey questionnaires. This research applied a structural equation model (SEM) to analyze the collected data. Findings from the statistical analysis indicated that IT ease of use significantly influenced tourists’ perceived usefulness. Moreover, tourist trust was influenced by only perceived usefulness. Finally, trust and perceived usefulness significantly influenced tourists’ intention to book homestay services online. The results of this research can enable policymakers of this industry to develop effective policies to attract online booking intention among tourists.