The Attitude of Tehranian Customers toward Tourism Electronic Services

This paper seeks to examine the attitude of Tehranian travelers within the context of online travel Website functionality and content preferences as well as surfing behavior. The attitude of travelers to use electronic services of tourism is an important variant that is studied here. Our theoretical framework in this study is The Theory of Reasoned Action formulated by Ajzen and Fishbein. It suggests that a person's behavior is determined by his/her intention to perform a behavior and that this intention is, in turn, a function of his/her attitude toward the same behavior and his/her subjective norm. A test of this model, with data collected from a sample of 600 Tehranian consumers using a questionnaire constructed by the authors indicates that using on-line services of tourism is strongly influenced by attitude toward on-line services of tourism, normative beliefs, and respondents' trust to internet space..