The purpose of this paper is to examine Millennials’ formation of trust towards a travel website and identify the similarities and the differences in trust formation among consumers from two countries – Denmark and Portugal.
The study is based on online surveys conducted with convenience samples from two culturally-distant countries. Independent t-tests, structural equation modelling and multi-group analysis are used to verify the conceptual model and test the hypotheses.
Results support a strong relationship between initial trust towards a travel website and consumers’ behavioural intentions. The results also suggest that cultural differences between countries moderate the formation of initial trust and behavioural reactions hereto.
The study provides new insights into understanding how Millennials from Portugal and Denmark form initial trust towards an e-travel website.
