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The Role of Search Engine Optimization Awareness in Decision-Making: Applying the Technology Acceptance Model to Online Travel Agencies

In: Innovation and Creativity in Tourism, Business and Social Sciences

Author

Listed:
  • Georgios A. Deirmentzoglou

    (Neapolis University Pafos)

  • Eirini Vlassi

    (Neapolis University Pafos)

  • Katerina Maronou

    (Neapolis University Pafos)

Abstract

Over the past few decades, e-commerce has become a dominant force in global commerce and has had a significant impact on the tourism industry. Although search engines affect the online experience of Internet users on a daily basis, knowledge of search engine optimization (SEO) is still limited to the general public. Given the lack of academic research on this topic, this study aims to investigate how awareness of SEO affects consumer behavior in the context of online travel agencies. A survey was conducted among Greek and Cypriot Internet users to explore how awareness of SEO, along with perceived usefulness and ease of use, can influence their decisions to book travel services online. The results show that awareness of SEO has a significant positive influence on users’ decisions to make online bookings. The findings contribute to the technology acceptance model and consumer behavior theory. Furthermore, the study has important implications for online travel agencies and marketing professionals.

Suggested Citation

  • Georgios A. Deirmentzoglou & Eirini Vlassi & Katerina Maronou, 2025. "The Role of Search Engine Optimization Awareness in Decision-Making: Applying the Technology Acceptance Model to Online Travel Agencies," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Carlos Costa (ed.), Innovation and Creativity in Tourism, Business and Social Sciences, pages 485-493, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-87019-4_33
    DOI: 10.1007/978-3-031-87019-4_33
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    More about this item

    Keywords

    Online travel agencies; e-commerce; SEO; Search engine optimization; Consumer behavior; Technology acceptance model;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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