The study findings should provide valuable guidelines for future research stream in hospitality e-commerce. Future studies are advised to test the model in different situations (e.g. leisure travellers vs. business travellers) as different motivations may have a strong effect on the shopping experience. It is recommended for future studies to re-examine the model and collect data during the online booking. Participants would not have to recall their last booking experience but simply evaluate the present one, improving the overall validity of the results. Future studies should also test true causality using an experimental design. The present study was not directly testing causality since it was based on survey design and SEM analysis. This type of analysis only assumes causality based on theoretical support without being able to examine it directly. All of the significant relationships that were detected in the present study could be further tested for causality using scenario based experimental design in which different websites with different hedonistic and utilitarian features would be created. This would help researchers recognize specific website features that have the strongest positive effect on customer e-loyalty and overall satisfaction with the website and booking experience. Additionally, results from this study could be used to develop similar models in other e-commerce settings since it is expected that hedonic and utilitarian website features have a similar effect on customer behavior regardless of the e-commerce setting.