Abstract:

More and more tourists are buying travel on the internet. It has become much more important, especially, to identify the components that affect online travel shopping and to see the effects of these components on the intention of buying. In this context, the purpose of the research is to identify the components that influence online travel shopping and to identify the effects of these components on the intention to buy online travel. In the research, the survey technique has been used as a method of data collection. The research universe is formed by the Safranbolu destination and the local tourists who stay in the hotel business at this destination. The data was collected from 419 indigenous tourists through the easy sample method. The analysis of data has taken advantage of the explanatory factor analysis, correlation and regression analysis. The results found that the components that influence online travel shopping appear as time savings, ease, financial advantage, compatibility, product diversity and perceived complexity, and these components, time savings, ease and financial advantage have a positive effect on the intention to purchase online travel; and the perceived complexity has a negative effect.