ANALYSIS OF VISITOR BEHAVIOR IN BOOKING HOTELS THROUGH WEBSITES IN INDONESIA WITH THE THEORY ACCEPTANCE MODEL (TAM) APPROACH

Saefudin Saefudin; Muhammad Yusuf Ariyadi; Imfrianti Augtiah; Hasni Dyah Kurniawati; Erwinda Sam Anafih; Muhammad Amir Anshori

Authors

Saefudin Saefudin Universitas Muhammadiyah Karanganyar
Muhammad Yusuf Ariyadi
Imfrianti Augtiah
Hasni Dyah Kurniawati
Erwinda Sam Anafih
Muhammad Amir Anshori

Keywords:

Theory Acceptance Model (TAM); Web Hotel; Web Information Trust.

Abstract

The rapid growth of the global internet has had a significant impact on various industries, including the hospitality industry in Indonesia. This research examines hotel room bookings through websites using the Theory Acceptance Model (TAM) which involves six main variables: Web Information Trust, Perceived Usefulness, Perceived Ease of Use, Attitude Toward Web Adoption, Behavioral Intention, and Actual Behavior. The causality research method was applied with a sample of 191 respondents who made hotel reservations through websites in Indonesia. Primary data was collected through an online questionnaire and analyzed using Smart PLS. The results showed that Web Information Trust, Perceived Usefulness, and Perceived Ease of Use have a significant effect on Attitude Toward Web Adoption. This positive attitude influences Behavioral Intention which in turn has an impact on Actual Behavior in booking hotels through the website. This research provides insights for the hospitality industry to understand and improve website adoption in hotel room booking.