Deriving a conceptual framework for tourists’ continuance intention in online hotel booking

This study investigates domestic tourists’ continuance intentions to use online hotel booking platforms by integrating the Expectation-Confirmation Model (ECM), the Technology Acceptance Model (TAM), trust, and positive electronic word-of-mouth (eWOM). The study aims to address theoretical gaps in the literature in post-adoption behavior within the hospitality sector. The measurement scales were refined via qualitative insights from interviews with hotel staff and focus groups of domestic tourists. Data were collected through a structured survey of 332 domestic tourists in Ho Chi Minh City. Structural equation modeling (SEM) was employed using the Partial Least Squares (PLS) approach to validate and evaluate the proposed framework. The findings reveal that trust and positive electronic word of mouth (eWOM) have a significant impact on tourists’ intention to continue booking online, with satisfaction playing a mediating role in the framework. The proposed framework explains 72.5% of the variance in domestic tourists’ intentions to rebook via the hotel websites. The results offer practical guidance for hotel managers to enhance trust, encourage positive word-of-mouth (eWOM), and increase direct booking channels.