ItemArticle

CONTINUANCE USAGE IN ONLINE TRAVEL PLATFORMS: THE ROLE OF RELATIONSHIP QUALITY

Title
CONTINUANCE USAGE IN ONLINE TRAVEL PLATFORMS: THE ROLE OF RELATIONSHIP QUALITY
Creator
Sureddy, Anjani Devi; Babu, Gnpv; Giribabu, Palisetti; Sriramneni, Chudamani
Description
The Internet has become a quick significant information and shopping resource, especially for the tourism sector. With the development of secure information systems, travel plan and booking have become increasingly dependent on technology. As a result, travel platforms today have a significant impact on tourists choices and experiences. Based on the stimulus-organism-response (SOR) theory, this study examines the factors influencing consumers continuance use intention toward travel-related purchase platforms. Specifically, it aims to investigate on how platform features affect relationship quality and continuance use. Data was collected from users with prior experience using travel platforms through a structured questionnaire, employing purposive and convenience sampling methods. The analysis was conducted using AMOS software to test both direct and indirect effects. The findings reveal that informativeness and privacy & security significantly impact relationship quality but do not influence continuance use. In contrast, customer support affects continuance use but does not have a significant impact on relationship quality. Moreover, relationship quality has a mediating effect between travel platform attributes and the continued use intention. The findings provide insights for enhancing long-term user engagement on travel platforms and offer key theoretical and practical implications. This study contributes to the body of literature on online travel by enhancing the knowledge on the continued utilization of online travel websites based on relationship quality . The findings also provide platform developers and tourism stakeholders to formulate credible and user-friendly web-based travel platforms that will necessitate frequent usage and facilitate long term competitiveness. 2026, Editura Universitatii din Oradea. All rights reserved.
Source
Geojournal of Tourism and Geosites;Volume;64;Issue;1;pp.156-164
Date
01-01-2026
Publisher
Editura Universitatii din Oradea
Subject
continuance use; customer service; informativeness; privacy and security; relationship quality
Coverage
Sureddy A.D., GITAM-Deemed to be University, GITAM School of Business, Visakhapatnam, India; Babu G., Christ University, School of Business and Management, Bangalore, India; Giribabu P., GITAM-Deemed to be University, GITAM School of Business, Visakhapatnam, India; Sriramneni C., Dayananda Sagar University, School of Commerce and Management Studies, Bengaluru, India
Rights
All Open Access; Gold Open Access
Relation
ISSN: 20650817;
Format
online
Language
English
Type
Article

Citation

Sureddy, Anjani Devi; Babu, Gnpv; Giribabu, Palisetti; Sriramneni, Chudamani, “CONTINUANCE USAGE IN ONLINE TRAVEL PLATFORMS: THE ROLE OF RELATIONSHIP QUALITY,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/23464.

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