Leisure Tourists’ Online Buying Intentions in Malaysia

Currently most tourists booked their hotel rooms via online mediums. However, hotels are losing control of revenue in online room reservations, due to strong threats from online travel agents. In order to compete, hoteliers are required to have a solid understanding of up-to-date tourists’ online buying intentions. Therefore, the main purpose of this research is to examine the antecedents of leisure tourists’ online buying intentions via hotel official websites in Malaysia. Three antecedents of buying intentions namely service quality of web site design, tourists’ past web experiences, and price have been identified in this research. Survey method was used to carry out the research. Three hypotheses were tested by using multiple regression in this research and findings showed that service quality of web site design and tourists’ past web experiences have significant relationship with tourists’ online buying intentions. Price on the other hand has no significant influence on tourists’ online buying intentions.