Tourist Willingness to Participate in Online Co-Creation Experience: A Case of Booking.Com

Abstract

This study is designed to examine tourist willingness to participate in online co-creation experience via Booking.com. The study suggests four factors: ease of use, information, interactivity, and website design that affect tourist willingness to participate in online co-creation via Booking.com. The data were collected using questionnaires and the researchers conveniently distribute the questionnaires to 350 respondents. The collected data were then analyzed quantitatively using statistical tests via SPSS that include the reliability test, descriptive test, and Pearson’s correlation analysis in order to investigate the relationship between two quantitative, continuous variables. The results showed that the scale is reliable and valid for current research and that booking.com website features influence tourist willingness to co-create online. The overall study provides a good insight into providing a good website that allows others to co-create, either on the part of the academic or the tourism sector.