This study aims to investigate the key antecedents and consequences of the overall perceived value of the online purchase decision-making process for a tourism service. To this end, the spillover effect of the tourist’s perceptions of the purchasing channel on their evaluation of tourism service quality and on overall perceived value is analysed. A questionnaire was administered to 150 tourists who had purchased hotel accommodation via the Internet. Structural Equation Model (SEM) was then used to analyse the formation of overall perceived value. It was found that the tourist’s overall assessment of a tourism service is not only influenced by their perceptions of the establishment itself but also by their impressions of the medium they used for information and booking purposes. This paper breaks new ground in the study of overall perceived value formation, by jointly analysing the purchase, consumption, and post-experience assessment phases, whilst addressing both online and offline media. These aspects are reflected in the spillover effect provoked by the interaction between the online purchasing channel and consumption of the service.
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