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This paper delves into the multi-faceted factors influencing the adoption and utilisation of online travel agencies (OTAs) for reserving hotel accommodations. The study aims to expand upon the unified theory of acceptance and use of technology (UTAUT2) framework to accomplish this objective by integrating the critical dimension of technology readiness (TR).

Four hundred and fifty-three (453) inbound tourists were asked to share their feedbacks on their recent OTA booking experience. Structural equation modelling (SEM) was used to confirm the study model and test the study hypotheses.

This study found that the motivating TR attributes favourably affect the acceptance and actual use of OTAs, while the inhibitors TR reflects adverse effects on OTA’s usage. On the other hand, the OTAs usage attributes: performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value and habit are all significant determinants of consumers' behavioural intention.

The originality of this study lies in providing a more comprehensive explanation and prediction of consumer behaviour in relation to OTAs. Specifically, it recognises the importance of TR as a significant determinant of technology adoption and usage within the service industry realm.

This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that affect the motivation in decision making of Muslim tourists travelling to Malaysia.

The study surveys questionnaires for data collection. Convenience sampling technique was used on the selected sample. The study was conducted in Malaysia, where the target respondents included Muslim family tourists with ages ranging from 18 to 64 years.

The findings show that motivation differs significantly among different levels of the socio-demographic characteristics except for gender and income. The result also reported that a majority of tourists’ travel behaviour was significantly different unless when it comes to seeking accommodation. Results also revealed a tendency for long holiday stays among Muslim tourists in Malaysia.

In this study, the examination of motivation on the Muslim family tourists has provided significant influence in managing the family tourist experience. On the other hand, most previous studies have shown that motivation is positively guided by general “push and pull” factors. However, this research demonstrates that components such family financial income and age of respondents has an effect on Muslim family tourists’ motivation, thus justifying the experience effect.

It is crucial for the service provider and destination management organizations to differentiate their products and services so that the packages and experience will be more meaningful.

Destination packages should be appropriately designed and positioned in the target markets to meet the needs and wants of different Muslim family groups. Communication should emphasize not only the most distinctive characteristics but also the most suitable holiday packages that the family tourist can afford to pay. This would assist the family in the decision-making process and choice processes and facilitate the family’s expectation.

This research paper related to Islamic tourism marketing which can be used to formulate appropriate marketing strategies, build a viable market segment and design practical marketing strategies to attract potential Muslims travellers.

This paper aims to examine the influence of religious orientation on viewers’ loyalty, viewers’ satisfaction and perceived content quality; to examine the influences of perceived content quality and viewers’ satisfaction on viewers’ loyalty; and to examine the mediating roles of perceived content quality and viewers’ satisfaction.

A set of questionnaires was distributed to 750 respondents in Jordan using convenience sampling. The data were analysed using structural equation modelling.

The following are the findings: religious orientation has a direct positive influence on viewer’s loyalty, viewer’s satisfaction and perceived content quality; perceived content quality has a positive influence on viewer’s satisfaction; viewer’s satisfaction has positive influence on viewer’s loyalty; perceived content quality does not have any direct influence on viewer’s loyalty; perceived content quality has partial mediation role in the relationship between religious orientation and viewer’s satisfaction, while viewer’s satisfaction has full mediation role in the relationship between perceived content quality and viewer’s loyalty.

It is different from the previous studies that mostly focussed on religious commitment and religiosity as the important predictors of customer’s loyalty, and this study emphasised on the influence of religious orientation (the motivational approach of religion) as one of the religious dimensions that can affect customer’s loyalty model. The selected approach may provide additional insights into the existing loyalty models.

The purpose of this study is to understand the factors influencing Iranian tourists’ behavioural intention to use consumer-generated contents (CGC) websites whilst browsing the web when it comes to travel planning, based upon the Technology Acceptance Model (TAM) extension.

The total of 211 valid responses were collected through an online questionnaire survey. Data collected from Iranian online tourists were used to test the proposed research model by using the partial least squares structural equation modeling method of analysis.

The results of the study indicate that perceived source credibility is the strongest predictor for behavioural intention. Furthermore, in this study, the most significant relationship is between perceived enjoyment and perceived ease of use. However, the findings of this study show that perceived ease of use is unable to predict behavioural intention of Iranian tourists while using CGC websites.

This study provides clear evidence for the importance of additional key variables in improving the authors’ understanding of the Iranian adoption behaviour concerning CGC websites for travel planning purposes. Implications of this research can aid both academicians and practitioners towards a better understanding of tourists’ adoption behaviour when associated with the social media.

This paper adopts TAM and extends it with other variables, namely, perceived enjoyment, perceived source credibility and perceived risk. It examines their influence in the behavioural intention of using CGC for travel planning in the context of Iran for the first time.