Subjective Norms In E-tourism Context: A Study of the Impact of Subjective Norms on Intention to Book Online

Subjective norms are considered the most important source of information when a consumer is making a purchasing decision (Lin, 2007). This influence seems to be important in e-tourism context. The aim of this paper is to study the impact of subjective norms on intention to book tourism product online through an online survey. Results show that all hypotheses are validated. Subjective norms present the most influential impact on behavioral intention. Results and contributions are discussed in the last part of this paper.