LAUSR

Abstract The availability of online booking has secured valuable competitive advantages for the tourism industry: lower distribution costs, increase tourist delight, and efficiency. Despite the advantages, there has been little research into the types of online motives that drive the emotions of users and affective response to purchase tourism services online. Most literature in the tourism online booking identified factors, however the affect e-booking behaviors as well as post-purchase behavior has been understudies. This study uses two phases: Phase I explains the pre-booking emotional and intention behavior of tourists, whilst Phase II focuses on the post-booking emotional consequences of initial one. Results from a sample of 587 participants showed that online review, return policy leniency and convenience are key determinant of tourist positive affective response regarding e-booking decision, while hedonic and utilitarian motivation has moderated effects. The finding revealed that online booking intention influence tourist surprise which in turn induce tourist arousal and tourist delight. The study provides further insights relating to tourists’ e-booking decision process that can improve marketing strategies.