If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Abstract Purpose-This study aims to examine the relationships between hotel website quality, perceived flow, customer satisfaction and purchase intentions. Furthermore, this study also examines if perceived flow mediates the relationships between hotel website quality, customer satisfaction and purchase intentions. Design/methodology/approach-The stimulus-organism-response framework is used as the theoretical framework for this study. A total of 441 valid online questionnaires were collected to empirically test the measurement and structural model using partial least square path modeling approach. The study sample includes hotel guests who booked their hotels via online travel agencies and/or hotel websites. Findings-The findings confirm that hotel website quality influences customers' perceived flow, which in turn, influences their satisfaction and purchase intention. Moreover, perceived flow also mediates the relationships between hotel website quality, customer satisfaction and purchase intentions. Originality/value-Hotel website quality, perceived flow, customer satisfaction and purchase intentions altogether are not well understood in current literature despite the important implication for managers, academicians and consumers alike. This study contributes to the field of e-commerce marketing, retailing and e-tourism research.