The Analysis on the Relationship among Information Search Motivation, Tourism Omni-Channel Satisfaction and Purchase Intention in Data Technology Age

Objectives: With the advent of the data technology age, this study aims to prove tourists’ behaviors on tourism omnichannel in the world of tourism industry. Methods: We analyze the relationships among tourist information by searching motivation and purchase intention with tourism omni-channel by using tourist satisfaction with omni-channel as a mediator. In detail, tourist information search motivation includes ease of use and trust in this study. For the analysis we developed field study methods based upon the conceptual theory. To validate the questionnaire and its model, we performed a controlled empirical method such as a field survey, analyzed data statistically and proved the hypotheses. Findings: The results are analyzed in multiple and simple regression analysis of the effect of tourism information search motivation (ease of use and trust) on tourism omni-channel satisfaction and of the effect of tourism omni-channel satisfaction on purchase intention. First empirical result is found that tourism information search motivation (ease of use and trust) on tourism omni-channel positively influences satisfaction. That mean that the higher tourist’s ease of use for searching information as tourism omni-channel search motivation is, the more they are satisfied with tourism information through tourism omnichannel. And also that means that the stronger trust as tourism omni-channel search motivation tourists have, the more they are satisfied with tourism information through tourism omni-channel. Secondly, tourism omni-channel Satisfaction is proved to positively influence purchase intention. In other words, the more their satisfactions are with tourism omnichannel, the higher their purchase intentions are. Finally the findings help us to understand the motivation of searching tourism information, satisfaction and purchase intention as tourists’ behavior on tourism omni-channel. Application: The need for the tourism omni-channel may be so phenomenal at the data technology age that tourism industry should utilize this opportunity of the data technology to create new customer and market on omni-channel commerce.