A Perceptual Mapping of Online Travel Agencies and Preference Attributes<br />Presenter: Catherine Wu<br />Instructor: Dr....
Contents<br />Introduction<br />1<br />  Literature Review<br />2<br />Methodology<br />2<br />3<br />
Background<br />Motivation<br />3<br />Introduction<br />1<br />2<br />
Background<br />   The Internet has changed the concept of business by offering different types of information flow, and p...
Background<br />   Many companies have started to offer online reservations in order to take advantage of the Internet as ...
Motivation<br />    Little empirical research has been conducted to determine customer’s perception of online travel agenc...
7<br />Literature Review<br />Online travel agency<br />Online travel agency choice attributes<br />Purposes of the Study<...
Online Travel Agency<br />Online travel agencies function as traditional agencies in that they deliver travel-related prod...
Online Travel Agency<br />   To provide effective online service, online travel agencies should be equipped with air, hote...
Online travel agency choice attributes<br />    The evaluation criteria to select a purely online travel site over the oth...
Online travel agency choice attributes<br />11<br />FromMartin (1999), Kaynama and Black (2000), Shapiro (2001), and Argus...
Purposes of the Study<br />12<br />1.To investigate the important choice attributes of  <br />   online travel agencies fr...
Research Questions<br />13<br />1. What important attributes do customers use in selecting their online travel agencies?<b...
14<br />Methodology<br />Participants<br />Instrument<br />Procedure<br />Statistical Analysis<br />1<br />2<br />3<br />4...
Participants<br />15<br />Approximately 120 college students <br />Chaoyang University of Technology<br />
 Instrument<br />16<br />Questionnaire<br />Ask about past online purchase experiences with general retail and travel-rela...
Questionnaire<br />第一部分:過去使用線上旅遊業者之經驗<br />1.是否有購買過線上旅遊業者提供的套裝行程?       □是   □否<br />2.是否有購買過線上旅遊業者提供的自由行行程?     □是   □否<b...
Procedure<br />18<br />Pilot Study<br />Formal<br />Study<br />Statistical Analysis<br />Factor Analysis<br />Survey will ...
Statistical Analysis<br />19<br />1. What important attributes do customers use in selecting their online travel agencies?...
Statistical Analysis<br />20<br />2. How do online customers differentiate online   <br />    travel agencies from each ot...
Multidimentional Scaling (MDS)<br />21<br />A procedure that allows a researcher to determine the perceived relative image...
Thank you for your attention!<br />22<br />
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9922616_吳宜庭_proposal defense rehearsal

  1. 1. A Perceptual Mapping of Online Travel Agencies and Preference Attributes<br />Presenter: Catherine Wu<br />Instructor: Dr. Pi-Ying Teresa Hsu<br />Date: June 15, 2011<br />1<br />
  2. 2. Contents<br />Introduction<br />1<br /> Literature Review<br />2<br />Methodology<br />2<br />3<br />
  3. 3. Background<br />Motivation<br />3<br />Introduction<br />1<br />2<br />
  4. 4. Background<br /> The Internet has changed the concept of business by offering different types of information flow, and providing a convenient and efficient channel for distributing retail products/services.<br /> (Dong , 2007)<br />4<br />
  5. 5. Background<br /> Many companies have started to offer online reservations in order to take advantage of the Internet as a new distribution channel and to cut costs such as labor and commission fees.<br /> (Jin , 2008)<br />5<br />
  6. 6. Motivation<br /> Little empirical research has been conducted to determine customer’s perception of online travel agencies.<br />6<br />
  7. 7. 7<br />Literature Review<br />Online travel agency<br />Online travel agency choice attributes<br />Purposes of the Study<br />Research Questions<br />1<br />2<br />3<br />4<br />
  8. 8. Online Travel Agency<br />Online travel agencies function as traditional agencies in that they deliver travel-related products/services and provide travel-related information and various services to customers.<br /> (Woo , 2007)<br />8<br />
  9. 9. Online Travel Agency<br /> To provide effective online service, online travel agencies should be equipped with air, hotel, and rental car reservation systems.<br /> (Kaynama & Black, 2000)<br />9<br />
  10. 10. Online travel agency choice attributes<br /> The evaluation criteria to select a purely online travel site over the others are summarized from reputable site evaluation sources.<br />10<br />
  11. 11. Online travel agency choice attributes<br />11<br />FromMartin (1999), Kaynama and Black (2000), Shapiro (2001), and Argus Clearinghouse (2003)<br />
  12. 12. Purposes of the Study<br />12<br />1.To investigate the important choice attributes of <br /> online travel agencies from which online <br /> customers may select<br />2. To identify the current positions of online travel <br /> agencies in the perception of the customer<br />
  13. 13. Research Questions<br />13<br />1. What important attributes do customers use in selecting their online travel agencies?<br />2. How do online customers differentiate online <br /> travel agencies from each other relative to the <br /> important attributes?<br />
  14. 14. 14<br />Methodology<br />Participants<br />Instrument<br />Procedure<br />Statistical Analysis<br />1<br />2<br />3<br />4<br />
  15. 15. Participants<br />15<br />Approximately 120 college students <br />Chaoyang University of Technology<br />
  16. 16. Instrument<br />16<br />Questionnaire<br />Ask about past online purchase experiences with general retail and travel-related products<br />Measure importance of online travel agency choice attributes<br />Evaluate preference in selecting online travel agencies<br />Obtain demographic and behavioral characteristics<br />
  17. 17. Questionnaire<br />第一部分:過去使用線上旅遊業者之經驗<br />1.是否有購買過線上旅遊業者提供的套裝行程? □是 □否<br />2.是否有購買過線上旅遊業者提供的自由行行程? □是 □否<br />第二部分:對線上旅行業者考慮之因素 (請依喜好程度排序1-9)<br />□安全性<br />□方便程度<br />□低價<br />□資訊有用性<br />□網頁設計<br />□網頁速度<br />□能一次將所有行程處理好<br />□訂購客製化<br />□分類程度<br />第三部分:請依喜好程度排序線上旅遊業者<br />□燦星旅遊<br />□Easytravel四方通行<br />□雄獅旅遊<br />□五福旅遊<br />□可樂旅遊<br />第四部分:基本資料<br />1.□男 □女<br />2.是否曾經使用過線上旅遊業者 □是 □否<br />3.使用線上旅遊業者之頻率 □一個月一次 □兩三個月一次 □半年一次 □一年一次 <br />□其他____________________<br />17<br />
  18. 18. Procedure<br />18<br />Pilot Study<br />Formal<br />Study<br />Statistical Analysis<br />Factor Analysis<br />Survey will be employed<br /> Descriptive Statistics<br />Reliability<br />Participants: about 120 college students<br />Multidimentional<br /> Scaling (MDS)<br /> Revised Questionnaire<br />Time: October,2011<br />
  19. 19. Statistical Analysis<br />19<br />1. What important attributes do customers use in selecting their online travel agencies?<br />Descriptive Statistics<br />
  20. 20. Statistical Analysis<br />20<br />2. How do online customers differentiate online <br /> travel agencies from each other relative to the <br /> important attributes?<br />Multidimentional Scaling (MDS)<br />
  21. 21. Multidimentional Scaling (MDS)<br />21<br />A procedure that allows a researcher to determine the perceived relative image of a set of objects (Hair, Anderson, Tatham, & Black, 1998).<br />MDS has been used by hospitality and tourism researchers to provide a joint space of attributes and stimuli (Baloglu, 1997; Dev et al., 1995; Kim, 1996, 1998).<br />
  22. 22. Thank you for your attention!<br />22<br />
  23. 23. 23<br />
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