Online Search Behavioural Intention: The Travel Information Seekers’ Perspective

Abstract

Internet usage is becoming increasingly important to travellers due to colossal information available, including travel-related information such as accommodation, tourist attractions, transportation, and recreation activities. Due to internet technology, information seekers’ attitudes and behaviour toward the online search for travel information are crucial for tourism marketers. This study intends to identify the relationship between attitude, subjective norm, and perceived behavioural control of travel information seekers towards behavioural intention in online search for travel information. A sample of 338 university employees was taken from a public university in Malaysia to evaluate the relationships among the variables. Regression analysis was conducted to test the hypotheses. The findings show that travel information seeker attributes of attitude, subjective norm, and behavioural control predict behavioural intention. This research carries value to tourism marketers and travelrelated authorities in targeting a specific group’s incentive for using online travel information. Future studies could expand the research scope to a different setting in validating the research model.