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Factors correlated with online travel service adoption: a meta-analysis

Zhangxiang Zhu (College of Tourism, Hunan Normal University, Changsha, China)
Liheng Liao (College of Tourism, Hunan Normal University, Changsha, China)
Bing Hu (School of Tourism, Nanchang University, Nanchang, China)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 17 May 2022

Issue publication date: 12 July 2022




This paper aims to conduct a meta-analysis to explore the strength of the path relationship in the proposed model for online travel service adoption and the moderating effect of country or regional economic development level.


A meta-analysis was conducted based on 46 empirical studies to verify a proposed model for users’ intention to adopt online travel service.


The relationship between technology acceptance model and theory of planned behavior variables was found to be valid for online travel scenarios; moreover, perceived trust positively correlated with attitude and adoption intention. Meanwhile, personal innovation, perceived enjoyment and cost-effectiveness positively correlated with adoption intention. Except for the correlations between subjective norms and adoption intention, the correlations between all other variables in the model were significantly moderated by the economic development level of a country or region.


This paper was conducted to obtain a unified conclusion about the research field of online travel service adoption. To the best of the authors’ knowledge, its content is original.




本论文基于 46 项实证研究进行了荟萃分析, 以验证所提出的用户采用在线旅游服务意愿的模型。


技术接受模型和计划行为理论中不同变量之间的相关性在在线旅游服务场景中依然显著。对在线旅游场景有效; 此外, 感知信任与态度和采用意愿呈正相关。同时, 个人创新、感知享受和成本效益与采用意愿正相关。除了主观规范与采用意愿之间的相关性外, 模型中所有其他变量之间的相关性均受到国家或地区经济发展水平的显着调节。




:在线旅游服务; 采用意向; 影响因素; 荟萃分析



Declarations of interest: No potential conflict of interest was reported by the authors.

The authors would like to thank the Editor-in-Chief Cihan Cobanoglu and the four anonymous reviewers for their honest, helpful and constructive comments. This work was supported by the Outstanding Youth Project of Hunan Provincial Education Department [grant number 18B040].


Zhu, Z., Liao, L. and Hu, B. (2022), "Factors correlated with online travel service adoption: a meta-analysis", Journal of Hospitality and Tourism Technology, Vol. 13 No. 4, pp. 715-741.



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