Abstract
Components Affecting Online Travel Shopping and Travel Shopping Intention: A Research on Hospitality Business in Safranbolu
Tourists are increasingly purchasing travel online. In particular, it has become even more important to identify the components that affect online travel shopping and to see the effects of these components on purchasing intent. In this context, the aim of the research is to reveal the components that affect online travel shopping and to determine the effect of these components on the intention of purchasing online travel. In the research, a questionnaire technique was used as the data collection method. The population of the research consists of local tourists who were visiting Safranbolu and staying in the hotels. Data were collected from 419 local tourists by a convenience sampling method. The data were analyzed using explanatory factor analysis, correlation, and regression analysis. According to the analysis of the data, the components that affect online travel shopping are determined to be time saving, convenience, financial advantage, compatibility, and product variety and perceived complexity, and from these components, time saving, convenience and financial advantage have a positive effect; the perceived complexity has a negative effect to purchase online travel.
Keywords
Online Travel Shopping, Online Travel Purchase Intention, Hotel Business, Safranbolu.
