Digital ESG Signaling and Resilient Online Booking Intention: Evidence from AI-Enabled Hospitality E-Commerce in an Emerging Market

As hospitality e-commerce expands, consumers in emerging markets may face uncertainty about the accuracy and credibility of online hotel information. This study examines resilient online booking intention, defined as consumers’ willingness to continue booking through digital platforms despite uncertainty and perceived risk. Drawing on signaling theory and cognitive appraisal theory, it investigates how digital ESG signaling is associated with resilient booking intention in Ethiopia through perceived transparency, perceived value, and platform trust, while considering the moderating role of AI literacy. Survey data from 457 hotel consumers were analyzed using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The results show that digital ESG signaling is positively associated with perceived transparency, perceived value, and platform trust, while platform trust is strongly associated with resilient booking intention. AI literacy modestly strengthens the associations of digital ESG signaling with perceived transparency and perceived value. The fsQCA results identify alternative configurations for high ROBI, with perceived value and platform trust present in all retained configurations. These findings show how verifiable digital responsibility signals can support platform credibility and resilient online booking decisions in AI-enabled hospitality environments.