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Keywords: Direct online hotel booking
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Journal Articles
Heelye (Jason) Park, Eun-Kyong (Cindy) Choi, Hyun-Woo (David) Joung, Fernando Arroyo López, Chanmi Hong
Journal of Hospitality and Tourism Insights 1–18.
Published: 19 May 2026
... among consumers high in VC. Originality/value This study advances hospitality research by integrating ATU theory, cue diagnosticity and dual-process perspectives in the direct online hotel booking context. It shows that MSP functions as a dominant transaction-utility cue, while the joint influence...
