9922616 吳宜庭

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9922616 吳宜庭

  1. 1. A perceptual mapping of online travel agencies and preference attributes Presenter: Catherine Wu Instructor: Dr. Pi-Ying Teresa Hsu Date: December 22, 2010
  2. 2. <ul><li>Dong, J.K. , Woo, G.K. , & Jin, S. H. (2007). </li></ul><ul><li>A perceptual mapping of online travel agencies </li></ul><ul><li>and preference attributes. Tourism </li></ul><ul><li>Management, 28 , 591-603. </li></ul>
  3. 3. Contents I. Introduction II. Methodology III. Results IV. Conclusions V. Reflection
  4. 4. Introduction 4
  5. 5. Introduction Humanized Uncomplicated Secure Customized services Traditional agencies Online travel agencies
  6. 6. Introduction <ul><li>Computerized reservation system (CRS) </li></ul><ul><li>To provide effective online service, online travel </li></ul><ul><li>agencies should be equipped with air, hotel, and rental </li></ul><ul><li>car reservation systems. </li></ul><ul><li>(Kaynama & Black, 2000) </li></ul>6
  7. 7. Research Questions <ul><li>What important attributes do customers use in selecting their </li></ul><ul><li>online travel agencies? </li></ul>2. How do online customers differentiate online travel agencies from each other relative to the important attributes?
  8. 8. Online travel agencies <ul><li>NetRatings (2002) </li></ul>1. Expedia 6. American Airlines 2. Travelocity 7. Yahoo! Travel 3. Orbitz.com 8. Delta 4. Southwest Airlines 9. Priceline 5. CheapTickets.com 10. AOL Travel
  9. 9. Online travel agency choice attributes 1. Security 6. Speed of the website 2. Ease of use 7. Ability to book all travel services in one transaction 3. Finding low fares 8. Booking flexibility 4. Useful and relevant content 9. Sorting option 5. Design and presentation of the website
  10. 10. Methodology Total: 5326 emails 459 responses (8.6%)  gathered 446 responses (8.4%)  analyzed Survey instrument Online survey Participants Randomly selected from seven university websites in seven different regions of the USA Time 1 week in October, 2002
  11. 11. Methodology past online purchase experiences general retail and travel-related products importance of online travel agency choice attributes preference in selecting online travel agencies demographic and behavioral characteristics
  12. 12. Analysis <ul><li>Descriptive statistics </li></ul><ul><li>Multidimensional scaling (MDS) </li></ul>A procedure that allows a researcher to determine the perceived relative image of a set of objects (Hair, Anderson, Tatham, & Black, 1998). hospitality and tourism attributes and stimuli
  13. 13. Results
  14. 14. Results <ul><li>What important attributes do customers use in selecting their </li></ul><ul><li>online travel agencies? </li></ul>
  15. 15. Results
  16. 16. Results Web Features User friendliness and security Finding low fares 2. How do online customers differentiate online travel agencies from each other relative to the important attributes? Expedia Travelocity Priceline
  17. 17. Conclusions <ul><li>“ Finding low fares” proved the most critical one, </li></ul><ul><li>respondents ranked security second. </li></ul><ul><li>Expedia and Travelocity have emerged as </li></ul><ul><li>dominant leaders. </li></ul>
  18. 18. Reflection <ul><li>Be conducted with a wider range of customer groups. </li></ul><ul><li>Need to discover critical factors that directly affect the decision of customers to purchase. </li></ul>
  19. 19. Reflection <ul><li>Good model for online travel agencies to attract potential customers </li></ul><ul><li>Online travel agencies need to be equipped with various attributes or factors for successful deal. </li></ul>
  20. 20. <ul><li>Thank you for your attention. </li></ul>Thank you for your attention.

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