Complexity in the tourism and hospitality online purchasing process

Pappas, Nikolaos and Papatheodorou, Andreas (2021) Complexity in the tourism and hospitality online purchasing process. In: Tourism Dynamics. Goodfellow Publishers. ISBN 9781911635932

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This chapter examines the complexity of attributes affecting the online purchasing process in tourism and hospitality. Eight elements (i.e. marketing activities, perceived benefits, perceived risks, over-choice confusion, price issues, quality issues, consumer trust and intention to purchase) are identified as of principal importance. Based on a sample of 735 holidaymakers, the empirical findings stress the role of perceived benefits in e-marketing activities; the significance of perceived risks for price and quality issues; and the importance of over-choice confusion to e-shopping. The research employs Qualitative Comparative Analysis (QCA), an innovative technique in tourism. QCA results are compared to regression highlighting the possible superiority of this non-linear mixed method against correlational analysis. The chapter progresses from fit to predictive validity, something that only a handful of studies have employed in tourism and hospitality, and generally in the service sector. It also discusses several theoretical, methodological and managerial implications, whilst it contributes in both, theoretical and methodological domains.

Item Type: Book Section
Additional Information: ** From Crossref book chapters via Jisc Publications Router
Divisions: Faculty of Business, Law and Tourism > School of Tourism
SWORD Depositor: Publication Router
Depositing User: Publication Router
Date Deposited: 13 Sep 2021 16:07
Last Modified: 13 Sep 2021 16:13
ORCID for Nikolaos Pappas: ORCID iD
ORCID for Andreas Papatheodorou: ORCID iD

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