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The travel distribution landscape has significantly changed due to the growth and advance of information technology. Due to similar features of online tourism booking sites, consumers currently check three to four web sites before making a final purchase. However, not all consumers equally engage in online tourism booking sites and, thus, would not necessarily benefit from such sites. This study examines the influence of travelers’ price proneness and empowerment on the perceived usefulness of online tourism booking sites. In this study, price consciousness and empowerment consciousness were positively related to perceived usefulness of online tourism booking sites. Based on the findings implications are discussed for managers of online tourism booking sites along with future research.
