Revisiting Perceived Risk and Trust in E-tourism Context: Toward an Extended Technology Acceptance Model

Abstract

Online presence is becoming important for tourism professionals.They are intensifying their efforts to market their products and services; in particular, they are trying to diversify their marketing policy.There is, however, some reluctance on the part of consumers to use the Internet to book their tourism products, mainly due to the risk they perceive and the lack of confidence they feel.In this paper, we tried to study the impact of these two variables on online booking through a survey with 194 Tunisian respondents.The main result is that perceived risk negatively affects their booking intention.However, the relationship between trust and intention is found significant and positive.In the final section of this paper, we discussed implications of this research and limitations.

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