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

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 Stimulus–Organism–Response (S-O-R) model, Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and Trust–Commitment Theory, in order to parsimoniously investigate how five UX dimensions (perceived personalization, chatbot user experience, information quality, ease of use, and interface attractiveness) influence OTA trust, engagement, and word-of-mouth (WOM). Findings show that all five UX features significantly enhance trust, which in turn drives engagement and WOM. Engagement partially mediates the trust and WOM link. Privacy concern weakens the personalization–trust path but strengthens the chatbot and trust link. Overall, this study clarifies how specific UX elements and privacy sensitivities jointly shape user trust and subsequent behavior, offering insights for both theory and digital tourism practice.