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Exploring the determining factors for the adoption of e-Tourism platforms in Portugal
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| 1.03 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
With the digitalization of the world, the tourism industry quickly embraced the digital
environment, establishing a strong online presence. This shift has significantly altered the
market dynamics and consumer behavior in this industry. While some studies explore
consumer adoption of online tourism, few examine how brand image, e-WOM, and brand
trust can influence the intention to use e-Tourism platforms, notably in Portugal. To address
this gap this studys investigate the key factors driving the adoption of e-Tourism platforms in
Portugal, using the UTAUT model and a quantitative survey approach. Our sample consists of
318 participants and our findings reveal that the adoption of these platforms is influenced by
factors such as performance expectancy, e-WOM, brand image, and brand trust. Additionally,
behavioral intention was found to play an important mediating role in the relationships
between e-WOM, brand image, brand trust, and actual use behavior. This study offers
valuable contributions at both academic and business levels, aiding in the strategic
development of Portuguese tourism brands operating online.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
e-tourism UTAUT model brand image brand trust e-WOM SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 17 - Partnerships for the goals