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E-Servicescape and Online Travel Platform Outcomes: The Moderating Role of E-Familiarity

Author

Listed:
  • Abdullah Uslu

    (Department of Tourism Management, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye)

  • Abdullah Tarinc

    (Department of Gastronomy and Culinary Arts, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye)

  • Emrullah Erul

    (Department of Tourism Management, Tourism Faculty, Izmir Katip Celebi University, Izmir 35620, Türkiye)

  • Ramazan Eren

    (Department of Tourism Management, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye)

  • Gricela Andrade-Ruiz

    (Faculty of Social and Legal Sciences, Valencian International University, 46002 Valencia, Spain)

  • Mehmet Arif Tuncer

    (Department of Business Management, Institute of Postgraduate Education, İstanbul Gedik University, İstanbul 34876, Türkiye)

  • Gürkan Alagöz

    (Department of Hotel, Restaurant and Catering, Vocational School of Tourism and Hotel Management, Erzincan Binali Yıldırım University, Erzincan 24050, Türkiye)

Abstract

This study examines the effects of the e-servicescape on flow experience, positive affect, trust, website loyalty, and e-WOM in the context of online travel platforms, while investigating the moderating role of e-familiarity. Drawing on servicescape theory, the S-O-R framework, and the Technology Acceptance Model (TAM), a comprehensive research model is proposed. Data were collected from 256 consumers residing in Türkiye who had previously used online travel agencies, and the hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The findings reveal that the e-servicescape has significant positive effects on flow experience, positive affect, and trust. While flow experience was a significant predictor of positive affect, it did not have a significant direct effect on e-WOM. Furthermore, positive affect and trust, in turn, significantly predicted both website loyalty and e-WOM. Moreover, e-familiarity negatively moderated the relationship between e-servicescape and flow experience, suggesting that highly familiar users derive less immersive benefit from enhanced online environments. The study contributes to the digital tourism and consumer behavior literature by highlighting the role of user familiarity in shaping experiential outcomes.

Suggested Citation

  • Abdullah Uslu & Abdullah Tarinc & Emrullah Erul & Ramazan Eren & Gricela Andrade-Ruiz & Mehmet Arif Tuncer & Gürkan Alagöz, 2026. "E-Servicescape and Online Travel Platform Outcomes: The Moderating Role of E-Familiarity," Sustainability, MDPI, vol. 18(4), pages 1-23, February.
    • Handle: RePEc:gam:jsusta:v:18:y:2026:i:4:p:2105-:d:1868554
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