The Role of Search Engine Optimization Awareness in Decision-Making: Applying the Technology Acceptance Model to Online Travel Agencies

Abstract

Over the past few decades, e-commerce has become a dominant force in global commerce and has had a significant impact on the tourism industry. Although search engines affect the online experience of Internet users on a daily basis, knowl edge of search engine optimization (SEO) is still limited to the general public. Given the lack of academic research on this topic, this study aims to investigate how aware ness of SEO affects consumer behavior in the context of online travel agencies. A survey was conducted among Greek and Cypriot Internet users to explore how aware ness of SEO, along with perceived usefulness and ease of use, can influence their decisions to book travel services online. The results show that awareness of SEO has a significant positive influence on users’ decisions to make online bookings. The findings contribute to the technology acceptance model and consumer behavior theory. Furthermore, the study has important implications for online travel agencies and marketing professionals.