Advances in Hospitality and Tourism Research (AHTR) 2147-9100 2148-7316 Akdeniz University 10.30519/ahtr.1665987 Tourism (Other) Turizm (Diğer) Gen Z's Online Hotel Booking Intention Explored via SOR Framework https://orcid.org/0000-0002-8641-5228 Berry Karan Symbiosis School of Culinary Arts and Nutritional Sciences. Symbiosis International (Deemed University), Pune, India 01 30 2026 Advanced Online Publication 03 26 2025 12 22 2025 Copyright © 2013, Advances in Hospitality and Tourism Research (AHTR) 2013 Advances in Hospitality and Tourism Research (AHTR)

This study employs Stimulus-Organism-Response (SOR) framework to explain the online hotel booking (OHB) intent of Generation Z (Gen Z), who constitute a substantial and growing share of the travel market due to their unique preferences and digital competency. It could assist OHB platforms to remain on the forefront of evolving travel patterns and adapt the shifts in consumer behaviour. In order to explain the underexplored formative nature of Stimulus, it envisions it as a second order construct defined as influence (INF) composed of the key elements (privacy and safety, convenience, online reviews, price and promotional offers, platform’s reputation) which influence the affective and cognitive state or the perceived value (PV) representing the Organism, and ultimately the booking intention (BI) portraying the Response. Data collected through a well-designed, self- administered questionnaire utilizing snowball sampling methodology within Pune- recognized as a pivotal hub for educational and information technology advancements in India, is subjected to analysis while ensuring precise measurement specifications of the constructs within the PLS-SEM. The study's results highlight the critical role of PV as a significant and complementary partial mediator between INF and BI. The implications delineate the scope and feasibility of OHB platforms to cater to this technologically adept market segment more efficiently by enhancing their website functionalities, marketing strategies, and provision of services.

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