Purpose Despite the increasing trend of online hotel bookings, understanding the factors that influence consumers’ intentions to book directly through hotel websites remains essential. This study aims to investigate the effect of e-service quality in hotel websites on consumers’ direct booking intention, as well as the underlying mechanism involving e-satisfaction and e-trust perceptions. Design/methodology/approach This study used a quantitative methodology using a structured online survey approach. To quantify the role of mediation, PROCESS macro was used. Since the study aimed to examine multiple mediation effects, Model 4 with a parallel mediation model was applied. Findings Based on a survey of 393 participants, this study reveals a significant relationship between e-service quality and consumers’ direct booking intention. In addition, perceptions of e-satisfaction and e-trust partially mediate the impact of e-service quality, underscoring its pivotal role in enhancing direct bookings for accommodation businesses. Practical implications Hoteliers should prioritize enhancing e-service quality and fostering positive e-satisfaction and e-trust perceptions to increase direct bookings; in doing so, they can lessen their reliance on intermediaries. Originality/value This study contributes significantly to existing knowledge of direct booking intention by examining the associations between e-service quality, e-satisfaction, e-trust and direct booking intention on hotel websites.
Rol et al. (Mon,) studied this question.