The Role of Risk and Quality in Establishing Perceived Value Affecting the Intention to Book a Tour Package Through an Open Trip Marketplace Site

Technology and tourism sector continues to grow encouraging the birth of E-tourism concept. E-tourism concept is widely adopted by travel agents in marketing various tour packages. Currently, there is a C2C Marketplace adoption in E-tourism that provides a variety of open trip travel packages. The purpose of this study is to determine the factors that affect individuals in ordering an open trip tour package through open trip marketplace site. Specifically, this study looks at from two perspectives perceived value of perceived quality and perceived risk of open trip marketplace site. Data collection in this study was conducted by distributing questionnaires online. This study processed data obtained from 58 respondents who have used the open trip marketplace site through the application of smartPLS 3.0. The results of the study concluded that the intention of individuals to buy tour packages through open-trip marketplace sites is only directly affected by the perceived quality of the open-trip marketplace site and indirectly influenced by efficiency. While perceived value is influenced strongly by perceived quality and perceived risk. Then the perceived risk of the open-trip marketplace site is only affected by privacy and is not affected by trust.