<![CDATA[Growing competition among Online Travel Agencies (OTAs) in Indonesia, driven by economic slowdown and shifting consumer behavior, has reduced business performance and slowed technology adoption. This study examines Indonesian users’ interest in utilizing OTA platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT) model, which includes four main determinants: performance expectancy, effort expectancy, social influence, and facilitating conditions. To improve the model’s explanatory power, the study added two additional variables. The study integrates perceived trust and user attitude to examine their influence on users’ intention to adopt OTA services. Using a quantitative approach, the study collected data from 400 respondents in Indonesia with prior OTA experience. The findings show that perceived trust, performance expectancy, and effort expectancy significantly influence user attitude. Furthermore, perceived trust, performance expectancy, effort expectancy, social influence, facilitating conditions, and user attitude significantly affect intention to purchase OTA services. All nine hypotheses were supported, confirming the relevance of the extended UTAUT framework in explaining OTA adoption intentions. The study deepens understanding of consumer behavior in the digital tourism sector and supports innovation in online service delivery.]]>
Copyrights © 2026
