An assessment model for online tours from a consumer perspective

With the outbreak of COVID-19 at the end of 2019, online tours became more popular in the tourism industry.Online tours not only provide an alternative to actual trips but also have the potential to promote an intention to visit tourist destinations and increase the intention to purchase local products.To generate these positive outcomes, clarifying the structure of consumers' evaluations of online tours is important.Therefore, this study aims to present and validate an evaluation model of online tours from the consumers' perspective.We developed a research model based on previous studies in the services marketing literature.The research model was validated using online survey data sent to consumers who have experienced online tours.The results of Partial Least Squares Structural Equation Modelling (PLS-SEM) demonstrate that the hypotheses of the research model are supported.Specifically, the results indicate that the service quality of online tours positively affects satisfaction and marketing outcomes.