Factors affecting E - tourism services by domestic tourists to Nha Trang city, Khanh Hoa

Abstract

This paper aims to analyze the effect of factors on the usage of e-tourism services by domestic tourists to Nha Trang employing consumer behavior theory and extended technology acceptance model (TAM) by David (1989). The study was conducted via online survey of tourists to Nha Trang on Google docs. The results indicate that the model explains 32.70% the variability of factors that affect the usage of e-tourism services by tourists. Four out of five factors are statistically significant at 1% and 5% levels, which are perceived usefulness, ease of use, convenience and trust. The author offered some suggestions for the development of online tourism services to companies in Nha Trang city.