“…To date, the concern of online travelling company's website quality, UGC, reviews credibility, the traveller's preference, booking intentions, and behavior towards the adoption of online travelling websites have become the leading trend among scholars and journals (Abou-Shouk & Khalifa, 2017;Agag & El-Masry, 2017). The service quality dimensions (SERVQUAL) are proposed by Parasuraman, Zeithaml, and Berry (1994) but online service quality dimensions are dissimilar to a certain extent.…”