KEY DRIVERS FOR ONLINE HOTELS RESERVATION IN COLOMBIA. A PERSPECTIVE FROM THE TECHNOLOGICAL ACCEPTANCE MODEL (TAM) ADJUSTED.

Authors

  • Yeffersson Camilo Monsalve Barragán Institución Universitaria Colegio Mayor de Antioquia Facultad de Administración Grupo de Investigación Empresarial y Turístico (GIET)
  • Nicolás Fernando Betancur Castro Institución Universitaria Colegio Mayor de Antioquia Facultad de Administración Grupo de Investigación Empresarial y Turístico (GIET)

Keywords:

Hotels, online booking, ecommerce, technological acceptance

Abstract

The purpose of this research is determine the factors that influence the intention of booking hotels online in Colombia. An exploratory and descriptive quantitative research was considered, taking as reference the Technological Acceptance Model (Davis, 1989), which was adjusted with the constructive Subjective Norms (SN), Confidence (CO) and Perceived Risk (PR). A probabilistic sampling method with infinite population, a confidence level of 95% and an error of 6% was taken, so an empirical sample of 204 users was defined.

 The results found in the Colombian case of people who consider the information published on an online platform allow them to easily make the reservation of the accommodation service and which is a good option not only for themselves but also for friends and family.

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Published

2022-05-17

Issue

No. 12 (7): TURPADE Magazine Year 6, Issue 11, October 2019- February 2020

Section

Research papers