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2.3.1.2 Ease of use

According to Aljukhadar and Senecal (2015), the ease of use of a company's website is crucial in determining users' experiences
and behaviour intentions on making online transactions and revisit the website. Ease of use can be considered as a critical success factor of
a website where it gives impact on customers purchase related perceptions and decision (Pee et al., 2018). According to Suhardi and Taufik
(2018), ease of use presents when the system's operation does not need much effort, in which users feel simple to learn, easy to control the
features, flexible in use, and good in time efficiency. Prior studies found that perceived ease of use has a positive and significant influence
on online purchase intention and intention to perform online transactions on a website (Suhardi and Taufik, 2018). Furthermore, a research
on the role of trust in explaining visitors' behavioural intention to use e-booking services in Taiwan found that perceived ease of use influences
the intention to utilise the website's features (Jeng, 2019). In the context of online shopping, electronic word of mouth and ease of use are
considered as the most crucial factors in developing e-trust and intentions to shop online (Eneizan et al., 2020). In another study, it concluded
that ease of use, ease of understanding and ease of navigation have positive relationships with customer satisfaction of online shopping
(Tandon et al., 2016). Evidently, website’s ease of use is found to be one of the significant online cues for enhancing the consumers’ intention
to purchase online (Liu et al., 2013). Hence, the following hypothesis is postulated:

H2: The ease of use of website positively and significantly influences the online booking intention of customers.

2.3.1.3 Entertainment

In offline setting, businesses use entertainment activities to influence purchasing and enhance relationship with customers (Oakley
et al., 2021). Client entertainment activities such as sightseeing and sporting with business clients are popular business practices around the
world (Sun, 2016). Some business representatives can directly welcome customers with handshakes and demonstrate the products physically
to them on their first visit in the offline business setting. In contrast, online business requires customers to go through their website and
consequently make further actions such as contacting the representative, booking an appointment or locating the nearest stores to try and
purchase a product or service. Customers’ first interaction with an aesthetically pleasing website has significant impacts on their attitudes
towards the website (Jiang et al., 2016). Ural and Devrimag (2017) expressed that website visitors prefer a website with positive attributes
related to purchase intentions if they perceive their web experiences as entertaining using interesting themes, graphics and designs. Moreover,
the appealing design and content of website is considered a vital factor for a website success in generating first impression such as how
people perceive, determine, and consequently act for available functions or features on the website (Iten et al., 2018). Based on the discussion,
this study proposes the following hypothesis.

H3: The entertainment of website positively and significantly influences the online booking intention of customers.

2.3.1.4 Complementarity

Complementarity has almost similar meaning with synergy which symbolizes the interaction of two or more forces, so that their
combined effect is greater than the sum of their individual effects (Baldwin, 2018). For instance, complementarity in a website can be defined
as completeness of transactions in the online platform where customers can obtain information, check service availability, contact the
business, make purchase, payments or book appointments at a single platform with the integration of various online services (Li et al., 2017).
Scholars agree that customers expect for necessary information about business and products from a website before engaging to an online
service (Law, 2019; Leung et al., 2016). A website that is rich with the information and services expected by customers could increase the
booking of customers (Tarkang et al., 2020). A previous study found that the hotel customers place a high importance on complementarity
factors in the context of website quality for booking intention (Li et al., 2017). Hence, this study proposes the following hypothesis:

H4: The complementarity of website positively and significantly influences the online booking intention of customers.

2.2.2 E-TRUST

A website success depends on how credible the website appears to consumers. Online purchase intention requires a higher degree
of trust as virtual shopping or booking involves more risks and uncertainties (Wang et al., 2015). Trust affects customers intention on online
transactions (Apau and Koranteng, 2019). This indicates that e-trust has become a mainstream player in motivating visitors to do more than
just visiting the website. For instance, e-trust stimulates the customer’s intention to make further actions available on the website such as
contacting the business, making purchase or even reservation. In the online environment, trust is labelled as electronic trust (e-trust) which
is determined by several key aspects including the assurance of security, business reputation, usability such as transaction fulfilment, website
quality for product or service presentation and interactions such as e-forums and social media (Al-dweeri et al., 2017). This suggests that
website quality is a crucial driver of developing e-trust among customers. A website with good quality such as aesthetically pleasing and

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