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In the era of new technological revolution, seeking to survive and guarantee business sustainability in their digital internationalization, enterprises choose to become environmentally oriented. The need for new green business models has become evident in recent years, and enterprises offer green services in creative and eco-friendly ways. However, does the display of a green label on hotels' websites really promote the eco-conscious tourists' online booking intention? This study aims to examine the impact of the perceived label on the online sustainable hotel booking intention of the eco-conscious tourists, using the foundations of signal theory.

This study adopted a structural equation model to integrate several constructs with a sample of 349 validated responses.

The empirical results highlight, the importance of the green label perception on the eco-conscious tourists' booking intention of online sustainable hotel and the role that green trust and green perceived risk play as a mediating variable between the perception of the exposed label and the booking intention. Indeed, when booking a sustainable hotel online, the tourists may be sensitive to the exposure of a green label. Therefore, this signal decreases the perceived risk of unsustainability and ultimately increases the trust in hotel's sustainability.

The first limitation is related to the sample employed in this study. Given that most of the participants were residents of France, the results of this study may not be generalized to the entire population. Secondly, a range of other factors can affect the eco-conscious tourists' intentions to book online a hotel with green label, such as their attitude, social media influence, tourists' satisfaction, etc. Indeed, other variables and/or signals could be adopted to study online booking intention in the pandemic era.

In light of these results, theoretical and managerial implications are discussed. The findings make an important contribution to SMEs sustainability and internationalization by exploring new ties. This study considers how SMEs and specifically hotels start following green practices (e.g. adoption of an eco-label) relevant to their international environment where they operate and in response to global pressures. SMEs can survive better in the highly competitive global environment where they need to employ more green practices, however, managers should consider how green trust and green perceived risk can affect customer behavior. It also adds to the existing literature by dealing with customer perceptions about the green label of sustainable hotels and its subsequent effect on booking intention.

This study had shown the importance of the display of green label on the eco-conscious tourist's online booking intention.

This study aims to investigate the effect of deepfake video advertisements on hotel booking intention by applying the media richness theory (MRT) and information manipulation theory (IMT).

A quantitative survey was conducted using a structured questionnaire to understand the effect of deepfake hotel video advertisements on booking intention. A large cross-section of 1,240 tourists was surveyed and data were analyzed with partial least squares structural equation modeling (PLS-SEM).

The outcome of this research provides the factors affecting the booking intention due to deepfake hotel video advertisements. These factors are media richness (MR), information manipulation (IM) tactics, perceived value (PV) and perceived trust (PT). Cognitive load and perceived deception (DC) negatively influence the hotel booking intention.

The distinctive model that emerged is insightful for senior executives and managers in the hospitality sector to understand the influence of deepfake video advertisements. This research provides the factors of hotel booking intention due to deepfake video advertisements, which are helpful for designers, developers, marketing managers and other stakeholders in the hotel industry.

MR and IMT are integrated with variables such as PT and PV to explore the tourists' hotel booking intention after watching deepfake video advertisements. It is the first step toward deepfake video advertisements and hotel booking intentions for tourists. It provides an empirically tested and validated robust theoretical model to understand the effect of deepfake video advertisements on hotel booking intention.

The purpose of this study is to investigate the impact of reputation on perceived value towards Muslim tourists’ booking intention on Airbnb, particularly from the Malaysian perspective. Additionally, this study investigates the moderating role of gender on the relationship between perceived value and guest booking intention.

This study considered the Stimulus–Organism–Response (S-O-R) theory to develop the research framework. Using a self-administered survey questionnaire, 156 completed and usable responses were obtained. The data were analysed by applying partial least squares–structural equation modelling technique, more specifically by using SmartPLS (version 3) software.

The study findings revealed that both reputation and perceived value positively affect Muslim tourists’ booking intention on Airbnb service. Moreover, it is also found that, gender plays a moderating role on guests’ intention to book accommodation on the Airbnb platform.

It is expected that the findings of this study can help the practitioners in the hospitality industry, particularly in strategising their marketing efforts to attract more tourists to engage in a meaningful relationship with the Airbnb in Malaysia. It is suggested that, the Airbnb hosts need to consider the reputation (stimulus) and perceived value (organism) in their marketing strategy to foster Muslim guests’ booking intention.

To the best of the authors’ knowledge, this work is among the first to examine the predictors of Muslim tourists’ booking intention on Airbnb. Moreover, very little is known on the moderating role of gender on perceived value and its association with booking intention, which this research attempts to address.

Airbnb has emerged as one of the most prominent examples of sharing economy platforms in the tourism industry. The growing popularity of Airbnb among tourists has boost revenue in the accommodation rental industry. Considering its significant impact on tourism industry growth, this paper aims to shed some light on guests’ booking intentions on Airbnb, Malaysia.

A web-based survey was designed to collect the data, which yielded 174 usable and valid responses. Structural equation modelling, partial least square technique was used to analyse the data.

The results confirmed that Airbnb’s reputation and guests’ unique experience expectation positively affect guests’ attachment to Airbnb, which, in turn, drives guest booking intention. However, price consciousness did not exert any effect on guests’ attachment to Airbnb.

The findings of this study will equip Airbnb managers, accommodation platform owners and service providers in developing appropriate marketing plans and strategies to better understand the implications of both internal and external causes that may lead to guests’ intention to book their accommodations.

This research has its merits in adding value to the tourism literature by understanding the drivers of guests’ booking intentions on Airbnb. Furthermore, the study findings contribute to the existing literature by investigating few new linkages such as the role of guests’ attachment to Airbnb as a mediator between guests’ unique experience expectation, price consciousness, reputation and guests’ booking intention.

This paper aims to examine the joint influence of incidental affect and mood-changing prices on consumers’ hotel booking intention in an online purchase context.

Based on the integrative framework of affect evaluation and affect regulation, a 3 × 2 full factorial between-subject online experiment in an online booking scenario is developed to investigate how consumers’ booking intentions change by mood inductions (happy, neutral and sad) and price levels (below versus above reference price).

Results showed that when the observed price was a mood-threatening cue, participants who were induced to feel either happy or sad by a commercial had a higher booking intention than those who were induced to feel neutral. However, there were no significant differences in participants’ booking intentions across pre-purchase affective states when the observed price was a mood-lifting cue.

The current study contributes to a better understanding and prediction of consumers’ action tendencies resulting from the interactions between specific incidental affects and mood-changing opportunities in an online hotel reservation environment.

Online booking companies and online travel agencies in general may wish to incorporate mood-changing components into their booking web pages to enhance potential bookers’ purchase intentions at any given price.

This research is one of the first empirical studies to instantiate the integrative affective mechanism in an online purchase setting. As e-commerce and online marketplaces are taking the place of traditional brick-and-mortar retailing, it is critical for hospitality industry marketers to fully understand how consumers’ pre-purchase emotions influence their purchase decisions.

The purpose of the paper is to examine the conditional role of webcare as a service failure recovery strategy on customers’ hotel booking intentions in presence of different levels of observed severity and review agreement. Furthermore, the study also examines the mechanism through which webcare can shape the adverse effect of observed severity and review agreement on hotel booking intentions.

A 2 (severity: high or low) × 2 (agreement: high or low) × 2 (webcare: webcare or no webcare) between-subject experimental design was conducted to collect responses. Analyses of variance and moderated mediation analysis were performed to analyze the study data.

Prospective customers who observed high severe service failure from a review reported less booking intention. Further, customers’ observed agreement strengthened these behaviors, i.e. customers who are exposed to high severe service failure in high-agreement condition reported low booking intention, as compared to those who exposed to low review agreement condition. Furthermore, results supported the fact that use of appropriate webcare plays a significant role to shape or mitigate the negative effect of severity and agreement on hotel booking intentions via perceived trust.

This is the first in its stream of studies that examined how webcare can be used to tackle the adverse effects of observed severity and agreement, so that perceived trust would be formed to create hotel booking intention.

This study aims to provide a systematic review and meta-analysis to explore the strength of the path relationship in the proposed model for online travel booking service adoption. It also explores the moderating effect of national or regional economic development levels and cultural differences.

A meta-analysis was conducted on the factors correlated with users' intention to adopt online travel booking services (OTBS) and the moderating effects of economic development levels and culture based on 42 empirical studies.

Perceived usefulness, perceived ease of use, attitude and perceived behavioral control have a significant positive impact on adoption intention. By contrast, subjective norms have a significantly negative impact on adoption intention. Furthermore, the economic development level of a country or region significantly moderates the relationships between perceived usefulness and perceived behavior control, attitude and perceived behavior control, and subjective norms and adoption intention. At the same time, national or regional cultural differences significantly moderate the relationships between attitudes and adoption intention, perceived usefulness and perceived behavior control, and subjective norms and adoption intention.

This study was conducted to obtain a unified conclusion regarding the research field of online travel booking service adoption. Its content was original. The conclusion provides theoretical references for follow-up research and the development of targeted marketing programs for online travel-booking service providers.

This empirical study uses the stimulus-organism-response (S-O-R) framework to examine the interrelationships amongst hotel websites and app quality, flow, telepresence, user engagement and booking intentions.

Data from two different datasets, including users of hotel websites (N sample 1 = 257) and hotel mobile apps (N sample 2 = 292), were collected. Partial least squares (PLS-SEM) was used to test the research model.

Findings indicate that the quality of the hotel websites and mobile apps positively influences telepresence, flow and engagement. Telepresence and flow positively affect the users booking intentions for both the samples. However, for hotel website users, engagement has a no-significant effect on booking intentions. Finally, telepresence has a non-significant effect on flow, and flow has a non-significant effect on engagement for both the users of hotel websites and mobile apps.

This study uses two datasets to understand how hotel booking channel (hotel website and mobile app) quality leads to booking intentions by tapping into telepresence, flow and engagement.

The purpose of this study is to investigate multichannel integration of hotels and online travel agencies (OTAs) and to compare consumer behavior between China and Indonesia in the context of online to offline (O2O) commerce. We examine how the services, brand and market share of OTAs influence behavioral intentions in both online and offline channels. SERVQUAL, theory of reasoned action and the halo effect are integrated to develop the research model.

To investigate Chinese and Indonesian customers' experiences and behavioral intention of OTAs and hotels, the customers who booked hotels using OTAs were invited to participate in the questionnaire survey. This study collected 336 and 305 data from China and Indonesia, respectively. A partial least squares structural equation modeling technique was used to test and compare the research hypotheses and model between China and Indonesia.

The results compare the similarities and differences of cross-country customer experiences and behavioral intentions of OTAs and hotels. The effect of website service quality on online satisfaction, the effect of online satisfaction on offline confirmation and the effects of offline confirmation and booking intention on patronage intention are significant and positive in both countries. Website service quality is positively associated with booking intention for Indonesia but not for China. The relationship between perceived size and booking intention is significant for China but not for Indonesia. The findings provide insights into the development of O2O commerce for global markets and multichannel strategies between OTAs and hotels.

With the development of O2O commerce, increasingly more hoteliers are opening up online and offline sales channels by cooperating with OTAs. Although several cross-country studies have investigated consumer behavior or behavioral intentions, behavioral settings are based on online or offline channels rather than the integration of both channels. Although some research has studied the integration or competition of OTAs and hotels, none of these studies have investigated the issues from the perspective of country comparison. This study provides the understanding of how customers in different countries and with different backgrounds react to the same e-commerce development, especially the cooperation of OTA and hotels.

This study aims to examine the motivating factors that influence intentions to book shared rooms through Airbnb as well as the moderating effects of past experience and gender.

This study analyzed data from 214 leisure travelers who had previously stayed in shared rooms through Airbnb and 207 participants who had not yet experienced Airbnb. A covariance-based structural equation modeling (CB-SEM) technique was performed to test the significance of attitude, subjective norms, extroverted personality, perceived risk and perceived price. Furthermore, the study explored past experience and gender as moderators.

The results suggest that attitude, subjective norms and perceived risk significantly impacted intentions to book shared rooms through Airbnb. However, perceived price was not a significant determinant. In addition, this study verified that past experience and gender moderated the relationship between important referents and attitude/booking intentions.

This study gives Airbnb hosts a better understanding of travelers who choose Airbnb’s shared rooms. In addition, hosts who offer shared rooms can implement marketing strategies and complementary activities to not only reduce the risk of booking shared rooms but also attract more travelers.

While previous studies examined Airbnb as one homogeneous type of accommodation, this study focused on Airbnb’s shared rooms. A clearer understanding of consumers who intend to book Airbnb’s shared rooms will enable hosts to develop effective marketing strategies.