LAUSR

Consumer behavior is an important area for the tourism sector that needs to be continuously explored. Tourism is a sensitive sector influenced by several factors, like pandemics, government intervention, international cooperation, etc. The tourist industry is rapidly expanding, influenced by social media and digital marketing, which act as influencers. The current study investigates the association between travel website quality and customer satisfaction to lead to purchase intention. The research undertook a statistical path analysis of feedback from 500 frequent flyers, who use travel websites for international travel. SmartPLS 4.0 was applied to prepare a structural equation model by partial least squares. The study indicates that the caliber of travel websites is linked to customers’ satisfaction, which, in turn, impacts their intention to make a purchase.