Factors Affecting Travelers' Intentions to Choose Alternative Lodging: Integration of Idt and Tam
Abstract
Millennials have been the largest population and fueled the overall growth of leisure travel. This generation is seeking new and different experiences. Featuring as unique experience, convenient location, and affordable price, alternative lodging could be a preferring option for Millennials. However, there is no comprehensive answers why these travelers choose alternative hotels. This study investigates the factors affecting travelers� intentions in adopting alternative hotels in order to know what factors the executives of alternative lodging should take into consideration when developing an alternative or repositioning their businesses to accommodate tourists. Innovation Diffusion Theory (IDT), Technology Acceptance Model (TAM), and a personality trait, openness to experience, are employed to better explain traveler�s intention to choose a new type of accommodation. Using survey questionnaire and analyzing data with factor analysis and hierarchical multiple regression, this study finds what drives Millennials to choose an alternative form of accommodation for leisure travel. The findings indicate that friendliness of use, personal value, prestige, risk, and enjoyment are significant to tourists� intentions in choosing alternative hotels. Personal value has the most important influence among the five factors, followed by friendliness of use, enjoyment, risk and prestige. Risk is the mere factor negatively affecting intention. This study also finds that, openness to experience does not have a moderating effect on the relationships between perceived characteristics of alternative lodging and intentions.
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- OSU Theses [15752]