Key Factors in the Intention to Book Tourist Destinations Online

Tourism has developed significantly through websites, where owners and potential users converge. This study determined the importance of reviews, ratings, scarcity, and popularity of websites and their impact on main effects and interactions on four outcome variables: attention, information, interest, and likelihood of booking. Under a 2 4 factorial design (2 R e v i e w s × 2 R a t i n g s × 2 S c a r c i t y × 2 P o p u l a r i t y ) mediated by the covariate susceptibility, it was found that a higher number of reviews, better ratings, high scarcity, and popularity are associated with higher interest, higher intention to seek information, and higher probability of booking. However, attention to the site is not affected solely by the number of reviews or third‐party ratings, although the combination of high scarcity and popularity does have an influence.