Tourism omnichannel study through analyzing channel choice factors’ influences on satisfaction and purchase intention in the stages of search and purchase on data technology period

The purpose of this study is to identify the relationship among tourism omnichannel choice factors, satisfaction and purchase intention in tourism omnichannel focused on each stage of search and purchase in tourist purchase decision making process. The research model is improved with the factors and analyses through the structural equation model, using SPSS 23.0 statistical program based upon the data from field survey. As the results, tourism omnichannel choice factors in search stage are proved to have significantly positive influence on tourist satisfaction in search stage. Tourism omnichannel choice factors in purchase stage are proved to have significantly positive influence on tourist in purchase stage. Tourist satisfaction in search stage is proved to have significantly positive influence on tourist satisfaction in purchase stage. Tourist satisfaction in search stage is not proved to have significantly positive influence on purchase intention. Tourist satisfaction in purchase stage is proved to have significantly positive influence on purchase intention. Ultimately purchase intention depends on satisfaction in purchase stage.