Tourist booking behaviour: The roles of price sensitivity, e-servicescape, and perceived risk

In the aftermath of the COVID-19 pandemic, global travel patterns have changed significantly, requiring the hospitality sector to reassess consumer booking decisions in a digital, risk-sensitive environment. This study examines how price sensitivity, hotel policies, e-servicescape, and perceived risk influence purchase intention post-lockdown. Based on a survey of 482 Malaysian respondents, factor analysis and multiple regression evaluated relationships between constructs. Results show price sensitivity and e-servicescape significantly predict purchase intention, highlighting the importance of cost-value clarity and digital aesthetics. While hotel policies alone did not influence booking intention, their interaction with perceived risk was significant, indicating that transparent policies can reduce risk perceptions. The research situates consumer decision-making in the context of crisis recovery and extends the concept of perceived risk to hospitality websites. The results highlight the role of dynamic pricing, digital interfaces, and policy measurements in helping the rebound in tourism that may be useful especially to hotel practitioners and governmental personnel. Relevant to SDGs 9 and 17, this research highlights the importance of robust digital tourism ecosystems and offers insights into how uncertainty can be managed, and consumer confidence improved.