Abstract

The growing competition among Online Travel Agencies (OTAs) in Indonesia, influenced by economic slowdown and shifting consumer behavior, has reduced business performance and technology adoption rates. This study examines Indonesian users’ interest in utilizing OTA platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT) model, which includes four main determinants: Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. To improve the model’s explanatory power, two additional variables. Perceived Trust and User Attitude are integrated to explore their influence on users’ intention to adopt OTA services. Using a quantitative approach, data were collected from 400 respondents with prior OTA experience in Indonesia. The findings aim to provide insights into users’ trust, comfort, and motivation in online travel booking. Results highlight that factors such as performance expectations, trust, social influence, facilitating conditions, and attitudes vary according to purchase context. This understanding can help OTAs refine their digital strategies, enhance service quality, and strengthen competitiveness within Indonesia’s evolving travel market. Ultimately, the study contributes to a deeper understanding of consumer behavior in the digital tourism sector and supports innovation in online service delivery.