Hotel Websites and Consumer Behaviour:

The purpose of this study is to examine the effects of consumers’ perceptions of usefulness, ease of use, entertainment and transaction cost on consumers’ responses towards hotel websites. Data were collected through an online survey from a total of 234 university students in Greece. Structural equation modelling was used to evaluate the research model and test the research hypotheses. The development and empirical validation of an extended TAM model is adjusted to the socio-economic conditions of the European market. The findings imply that website ease of use, entertainment and transaction cost affect consumers’ responses contrary to perceived usefulness. Managerial implications and research opportunities for the hospitality industry are discussed.