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
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
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
Multidimensional scaling (MDS)
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
What important attributes do customers use in selecting their
online travel agencies?
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
“ Finding low fares” proved the most critical one,
respondents ranked security second.
Expedia and Travelocity have emerged as
Be conducted with a wider range of customer groups.
Need to discover critical factors that directly affect the decision of customers to purchase.
Good model for online travel agencies to attract potential customers
Online travel agencies need to be equipped with various attributes or factors for successful deal.