Abstract:

The objective of the work presented is to test the determinant role that trust and loyalty play in virtual environments. The model used in the field research has already been proved in offline contexts, and is developed with a sample of customers from 4 star hotel that have transactional websites and are located in the Costa Brava, a well known tourist destination in Catalunya (Spain). In the data analysis, a structural equation model will be used, particularly with the technique of confirmatory factorial analysis.