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The paper presents a comprehensive framework exploring determinants of hotel booking intentions among e-service users of hospitality products/services. The study adopted a sequential exploratory strategy (SES) to gather the data using an open-ended questionnaire designed after a thorough evaluation of the relevant determinants from the literature. An integration of Hybrid Fuzzy Analytical Hierarchy Process (FAHP) and Fuzzy Interpretive Structural Modeling (FISM) approach was used to first identify and rank the determinants according to their relative importance through FAHP, and to further develop a hierarchical relationship amongst the identified determinants to define the relative dependence and driver powers. The data collected from 120 respondents were thoroughly evaluated. The study explored localization, website quality, product information, perceived interactivity, price and promotion, e-security …