Human factors and their influence on the Irish online hospitality consumer process

Ward, Manus and Shafaghi, Mathew ORCID: 0000-0002-8578-3168 (2010) Human factors and their influence on the Irish online hospitality consumer process. In: Gorham, Geraldine and Mottiar, Ziene, (eds.) Contemporary Issues in Irish and Global Tourism and Hospitality. Tourism and Travel Commons . ARROW@DIT, Dublin Institute of Technology, pp. 188-199.

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The purpose of this chapter was to examine how consumers use the Internet to purchase Irish hospitality products specifically trips, holidays or breaks and to monitor how these purchases are influenced by human factors. The aim was to examine the process sequentially in order to attempt to model or structure this behaviour. Irish consumers attitudes were to be contrasted with international consumer research starting with their acceptance or rejection of the Internet medium and online factors such as price, trust and loyalty. The purchase decisions were then to be examined to determine the effects of human factors on the purchase method and subsequently the Irish hospitality stakeholders. Quantitative research was gathered from two main groups, offline consumers and their acceptance and adoption of the Internet medium and online consumers who were observed for their online human factors of their online search and decisions. The research found that Irish hospitality consumers’ online behaviour is consistent with international developed nations’ norms. Using the Technology Acceptance Model (TAM) and Flow Theory consumers were found to be very competent and comfortable with the Internet medium. Price, trust and loyalty were determining factors in the method in which the consumer decided to purchase the Irish hospitality product. The navigational pathway chosen using these human factors in turn determined whether the consumer booked directly with the Irish hospitality industry stakeholder or booked using an international intermediary resulting in revenue being lost to the Irish hospitality industry.

Item Type: Book Section
Additional Information: Paper originally given at Tourism and Hospitality Research in Ireland Conference 2009
Uncontrolled Keywords: Online consumer behaviour, trust, price, loyalty, technology acceptance model, flow, human factors
Divisions: Institute of Management > Bolton Business School
Depositing User: Tracey Gill
Date Deposited: 07 Feb 2019 14:26
Last Modified: 07 Feb 2019 14:26

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