Unlocking trust: How UX builds trust and engagement in online travel agencies

Eunkyeong Jung, Siyu Shi, Dongjun Rew, Hospitality Management, Colorado Mesa University, Business Analytics, Colorado Mesa University, Colorado Mesa University

Tourism and Hospitality Research

Published online on January 27, 2026

Abstract

Tourism and Hospitality Research, Ahead of Print.
As online travel agencies (OTAs) increasingly adopt artificial intelligence (AI) to enhance user experience (UX), understanding how these experiences shape OTA trust and user behavior has become essential. This study applies multiple theories, such as ...