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Tourism Management 33 (2012) 341e350 Contents lists available at ScienceDirect Tourism Management journal homepage : Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework Héctor San Martín, Ángel Herrero* Department of Marketing, Cantabria University, Avda. De los Castros, s/n, 39005 Santander, Spain a r t i c l e i n f o Article history: This study explores the process of adoption of new information by the users of rural tourism Received 25 August 2010 services and, more concre y, the underlying psychological factors of individuals that ex in their Accepted 13 April 2011 intentions to make bookings or reservations directly through the websites of the rural accommodations (online purchase intentions). Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), Keywords: this study establishes a theoretical model that ludes five ex natory variables of the online purchase Online purchase intention intention: performance expectancy, effort expectancy, social influence, facilitating conditions, and Innovativeness innovativeness. The empirical results obtained in a sample of 1083 tourists that had previously visited Performance expectancy sev