Introduction Cruise industry is one of the smallest industries in the business world yet one of the fastest growing in the current economy. According to the Cruise Line International Association, the cruise industry is growing at a faster rate achieving more than 2,100% growth since 1970. Cruise industry basically involves voyages that are made in large passenger ships called cruise ships (Catwright & Biard, 1999). Cruises are mainly done for fun; it is a very pleasurable way to travel. The cruise lines offer lots of amenities such as swimming pools, casinos, bars, and cinemas that are aimed at making the voyages more enjoyable. According to Florida Caribbean Cruise Association (2013), in the 2012, a record 20.3 million passengers were calculated to have cruised globally. The number of customers that use a cruise line depends on the quality of services offered and the general benefits that they gain from the cruise line. Customer satisfaction is derived by many factors which includes quality of service, stateroom conditions, and food quality; embark/debark experience; entertainment provided; the involved cost; and the included excursions (JD Power, 2013). The purpose of this study is therefore to find out how these factors affect or influence the customer satisfaction and eventually loyalty. In the research, the mentioned constructs will be classified under the economic benefits, social benefits and special service. This study aims at finding out the factors that affect customer loyalty in the cruise industry. In order to achieve this, the study will look these factors in several classes. The constructs will include; economic benefits, social benefits and the special treatment benefits. The study will discuss each of these components and how customers value them when considering revisits, advocacy, commitment and loyalty to cruise lines. In the economic benefits construct, the study will seek to identify how components such as food, drinks, service provision, costs of the voyages and discounts and perks provided influence customer satisfaction and loyalty. In the social benefits constructs, the study will analyze how components such as entertainments, bars and pools, swimming pools and other external activities provided by the cruise lines influence customer loyalty. In the special treatment constructs, provision of services such as embark and debark, excursions, disabled guest services, internet services, spa and gym will be investigated and their influence on customer loyalty established. The study will bring immense contribution to many fields. First the firm will improves the cruise line industry knowledge of their customers. The research findings will reveal what influences the customers’ satisfaction and loyalty in the cruise industry. It will shows the constructs or products that make customers comfortable and satisfy their wants; this will be ideal insights for the cruise line as they will be able to applying these factors and impr.

1. Introduction
Cruise industry is one of the smallest industries in the business
world yet one of the fastest growing in the current economy.
According to the Cruise Line International Association, the
cruise industry is growing at a faster rate achieving more than
2,100% growth since 1970. Cruise industry basically involves
voyages that are made in large passenger ships called cruise
ships (Catwright & Biard, 1999). Cruises are mainly done for
fun; it is a very pleasurable way to travel. The cruise lines offer
lots of amenities such as swimming pools, casinos, bars, and
cinemas that are aimed at making the voyages more enjoyable.
According to Florida Caribbean Cruise Association (2013), in
the 2012, a record 20.3 million passengers were calculated to
have cruised globally. The number of customers that use a
cruise line depends on the quality of services offered and the
general benefits that they gain from the cruise line. Customer
satisfaction is derived by many factors which includes quality
of service, stateroom conditions, and food quality;
embark/debark experience; entertainment provided; the involved
cost; and the included excursions (JD Power, 2013). The
purpose of this study is therefore to find out how these factors
affect or influence the customer satisfaction and eventually
loyalty. In the research, the mentioned constructs will be
classified under the economic benefits, social benefits and
special service.
This study aims at finding out the factors that affect customer
loyalty in the cruise industry. In order to achieve this, the study
will look these factors in several classes. The constructs will
include; economic benefits, social benefits and the special
treatment benefits. The study will discuss each of these
components and how customers value them when considering
revisits, advocacy, commitment and loyalty to cruise lines. In
the economic benefits construct, the study will seek to identify
how components such as food, drinks, service provision, costs

2. of the voyages and discounts and perks provided influence
customer satisfaction and loyalty. In the social benefits
constructs, the study will analyze how components such as
entertainments, bars and pools, swimming pools and other
external activities provided by the cruise lines influence
customer loyalty. In the special treatment constructs, provision
of services such as embark and debark, excursions, disabled
guest services, internet services, spa and gym will be
investigated and their influence on customer loyalty established.
The study will bring immense contribution to many fields. First
the firm will improves the cruise line industry knowledge of
their customers. The research findings will reveal what
influences the customers’ satisfaction and loyalty in the cruise
industry. It will shows the constructs or products that make
customers comfortable and satisfy their wants; this will be ideal
insights for the cruise line as they will be able to applying these
factors and improve their customers satisfaction levels and
eventually influence them into being committed and loyal to the
firm. Other industries will also be able to borrow the insights
and applying them in their operations. The study will also add
more knowledge in the academic world; it will form important
literature from where future scholars get to obtain more
information on the factors that influence customer’s behavior.
The findings of this study will also be used by future
researchers to back up their studies.
Theoretical Model
The theoretical framework explains the constructs that
influence the customer loyalty and satisfaction in the cruise
lines industry. As seen in the proposed model, the relations that
exist between cruise lines economic benefits, social benefits,
and special service and the customer satisfaction/loyalty will be
analyzed. Also, this part provides individual discussion of the
economic benefits, social benefits, and special services benefits.
It also looks at how the customer satisfaction and loyalty can be
measured under the same subtopics.

3. Economic Benefits
· Food
· Service
· Costs
· Perks & Discounts
Customer Loyalty
· Customers’ Revisit
· Customer Advocacy
· Customer Delight
· Positive Experience
Customer Satisfaction
Social Benefits
· Entertainment
· Bars & pools
· New friends
· Friendly Customer service

4. Method
Mean-Ends-Chains technique is considered a kind of qualitative
methods that focuses on the linkage among attributes of
products or services, the consequences or benefits provided by
those attributes , and the consumer values that achieve his
desired end states. (Reynolds and Gutman, 1998). One-on-one
method was applied to this study to identify travelers’ values
when they travels on cruise lines. . For this study, ten people
who have travel with cruise lines for the last 5 years were
recruited to participate in the study where the researcher went
to Moshulu restaurant ( the restaurant located inside a ship in
Philadelphia). Approximately, 42 customers were eating there
on Wednesday , November 4th from 5pm-7pm . First 10
participants who passed the screaming question were selected
and physically interviewed. One question was used to qualify
the participates in the study;
Have you ever traveled on cruise line the past 5 years?
Participant were asked one question, which was “What are the
attributes you consider important when travel on a cruise line?”
laddering exercise was used by the researcher which is refers to
an in-depth values from the participant view to understand how
consumers evaluate the attributes of products or services,
translate them into benefits, and, finally, achieve their deep
down goals. In laddering exercise , a series of “why?” questions
were asked to the participant after answering the first main
question until no new answers could be generated to reach their
deep down values toward the services they are seeking for. For
example: "Why do you think this specific attribute is important
to you?". This kind of questions creates hierarchical value
connections, which shows the linkages among the attributes,
consequences or benefits and end values.

5. Table 2 shows the participant information:
Name Age Method of
Communication
1- James (M) 25 Face to face
interview
2-Robert (M) 27 Face to face interview
3-Willia (M) 26 Face to face
interview
4- Michael (F) 28 Face to face interview
5-Maria (F) 21 Face to face interview
6-Philip (M) 36 Face to face
interview
7- Johnny (M) 34 Face to face
interview
8-Staicy (F) 24 Face to face interview
9- Alan (M) 33 Face to Face
interview
10- Kim (F) 23 Face to face
interview
Participant 1.
1. “What are the attributes you consider important when travel
on a cruise line?”
Answer. “The food .”
2. “Why is the food important to you?”
Answer. “Because I want to try something unusual.”
3. “Why trying something unusual is important to you? ”
Answer. “Simply, I feel exited .”
4. “Why dose that makes you feel exited ?”
Answer. "I just want to fulfill my needs" .
5- " Why fulfilling your needs is important to you?"
Answer: " Because it is what it is"
Participant 2.
1. “What are the attributes you consider important when travel

6. on a cruise line?”
Answer. “The pool I guess”
2. “Why the pool is important to you?”
Answer. “Because I like to swim while I'm watching the ocean
”
3. “Why swimming while watching the ocean is important to
you?”
Answer. “ I like to be unique than the others .”
4. “Why being unique is important to you?”
Answer. “Sorry , No comments"
Participant 3.
1.“What are the attributes you consider important when travel
on a cruise line?"
Answer. “The layout of the ship”
2. “Why the layout of the ship is important to you?”
Answer. “So I can make sure that me and my family are having
easy access to the ship facilities”
3. “Why easy accessing to the ship facility is important to
you?”
Answer. “To make sure that my kids did not get lost or injured ”
4. “Why making sure that your kids will not get lost or injured
is important to you?”
Answer. “NO answer "
Participant 4.
1.“What are the attributes you consider important when travel
on a cruise line?"
Answer. “The food Corte”
2. “Why is the food corte is important to you?”
Answer. “Because I love eating"
3. “Why dose love eating is important to you?”
Answer. “ Technically, foods makes me feel happy ”
4. “Why does the food makes you happy?”
Answer. “because it releases my presser ”
5. “Why releasing your presser is important to you?”
Answer. “So I can keep function on my life.”
6. "Why keeping functional in your life is important to you?"

7. Answer: No answer
Participant 5.
1. “What are the attributes you consider important when travel
on a cruise line?”
Answer. “I would say safety .”
2. “Why safety is important to you?”
Answer. “So I can start having my fun time with no worries"
3. “Why does having fun is important to you?”
Answer. “Otherwise why I am still a live ?"
Participant left the interview !!
Participant 6.
1. “What are the attributes you consider important when travel
on a cruise line?”
Answer. “The play ground for my kids”
2. “Why does the play ground for your kids is important to
you?”
Answer: “ To try something new"
3. “Why trying something new is important to you?”
Answer. “because I want to make my kids happy”
4. " Why does making your kids happy is important to you"
Answer: " would you like to make your kids sad, sorry no
comments"
Participant 7.
1. “What are the attributes you consider important when travel
on a cruise line?”
Answer. “The safety level”
2. “Why the safety level is important to you?”
Answer. “Because I want to enjoy my time with no concerns
about my life.”
3. “Why enjoying your time without having any concerns about
your life is important to you?”
Answer. “Because I do love my self”
4." Why do you love your self?"
Answer : "No answer"
Participant 8.

8. 1. “What are the attributes you consider important when travel
on a cruise line?”
Answer. “The outdoor movie theater”
2. “Why does the outdoor movie theater is importing to you?"
Answer. “Because I like to try something new with my
boyfriend”
3. “Why trying something new with your boy friend such as the
outdoor theater is important to you?”
Answer. “because we like to look at the stars while the movie is
playing ”
4. “Why looking at the stars is important to you?”
Answer. “because it is so romantic.”
5. " Why does the romantic feeling is important to you?"
Answer: " it helps us to interact more on our relation"
6." Why does the need of interaction on your relation with your
boyfriend is so important to you?"
Answer: " So we can keep our relation to be success"
7. "Why does keeping your relation to be success is so
important to you?"
Answer: " Because the will help both of us to make the right
decision"
8." Why having the right decision is important to you?"
Answer: " No answer"
Participant 9.
1. “What are the attributes you consider important when travel
on a cruise line?"
Answer. “The see food”
2. “Why does the see food is important to you?”
Answer. " because it makes me feel rich"
3. “Why does feeling rich is important to you?”
Answer. “So I can get whatever I want”
4. “Why getting whatever you want is important to you?”
Answer. “No answer ”
Participant 10.
1. “What are the attributes you consider important when travel
on a cruise line?”

9. Answer. “The bar”
2. “Why is the bar so important to you?”
Answer. “Because I love to drink while I'm cursing ”
3. “Why do you love to drink while you are cursing?"
Answer. “It is just the idea of looking at the Mother Natural ”
4. “Why does looking at the Mother Natural is important to
you?”
Answer. “It makes me calm ”
5. " Why does that make you calm?"
Answer : " Are you trying to make me nervous or something "
Table 2 shows the attributes, consequences or benefits, and
values.
No
Attributes
Consequences/benefits
Values
1
Food
Trying something new, Exiting , Fulfill
Self Esteem
2
Pool
Swimming, Enjoying the view, Being Unique
Self Esteem
3
The layout of the ship
Easy access, Easy tracking for the family members
Love/belonging
4
Food
Love Eating, Happiness,
Releasing presser, Factuality
Self-Actualization
5

10. Safety
Having fun
Self Esteem
6
Playground
Trying Something new, happiness
Love/Belonging
7
Safety
Enjoying, Self loving
Self Esteem
8
Outdoor Theater
Try something new, enjoying the view ,Romantic , Good
interaction, success , Making the right decision
Love/Belonging
9
Food
Rich, Owning everything
Self Esteem
10
Bar
Love drinking , Enjoying the view, Feeling calm
Self Esteem
Pool(1)
Food(3 (3)
Bar(1)

11. Theater(1)
Food (3)
Play Ground (1)
Saftey (2)
Means-Ends Chains
Examining the Intention of Travelers to Use Mobile application
of Online Travel Agents (OTA).
Introduction
Mobile applications or mobile apps are widely used in the
United States (US) today. They have become indispensable to
their users especially to travelers (Durgahee, 2012). The number
of smartphone users in the US alone has greatly appreciated
with 64% of American adults owning a smartphone by year
2014 (Smith, 2015). According to Taylor (2014), Americans
spend 162 minutes (almost 3 hours) on their mobile devices per
day, mostly with their mobile applications. Smartphone users
while traveling rely on their phones for almost everything
affecting their travel (Durgahee, 2012). These mobile apps have
encroached almost every aspect, subject or sector that is
applicable to our society today. Also, the travelers may book a
room in a hotel, may reserve a table in a restaurant, or rent a car
by using their smartphones. Moreover, before purchasing a
ticket, or booking a hotel room, travelers may compare prices
between hotels and find a hotel room or a flight ticket, which
fits their budget. Almost 40% of smartphone users are using
mobile applications for their needs, such as booking, renting,
and purchasing, while traveling (“Travel Statistic For Tour
Operators,” 2015). Furthermore, nowadays there are many

12. online travel agents (OTA) that are offering their services for
travellers, thus, the competition very high in this field.
Travellers have many options to choose from, thus, it becomes
very important for OTA to establish mobile application for
travellers and set a price, which can be considered reasonable
by travellers. Moreover, besides having reasonable price, OTA
should make accessible their applications for travellers, and
should develop an application that will be easier to navigate. In
this case, understanding the attitude and intention of travellers
may provide OTAs with knowledge, what should their mobile
applications have and how it should be, to be adopted
enthusiastically by travellers.
Theoretical Model
Price fairness is defined as a consumer’s assessment and
associated emotions of whether the difference between a seller’s
price and the price of a comparative other party is reasonable,
acceptable, or justifiable (Xia, Monroe, and Cox, 2004), It has
been reported that perception of price unfairness leads to
consumer dissatisfaction, they are losing a desire to keep using
or consuming product, consumers spread negative information,
or they might be involved in some other scenarios which will
reduce reputation or trust of sellers (Kannan & Kopalle, 2001).
Price fairness carries a huge importance in the online sales
channels. Now travellers have many vendors that offer different
prices, thus sellers must be aware of price sensitivity of
consumers (Encarnacion, 2014). Some travelers have realized
that they could have booked a cheaper room and could have
done it easier directly from the hotel than using mobile
application of third party. By having this kind of experience
because of using OTA’s mobile applications travelers, start
having negative attitudes toward mobile travel applications.
Travelers who use mobile applications sometimes struggle and
complain about mobile travel applications that they take a long
time to launch. Furthermore, mobile travel applications deliver
some irrelevant information or some undesired advertisements
pop up while using the application (Rooney & Ben, 2011). As a

13. result, people find themselves in difficult situations. People use
mobile applications because they consider applications faster
and easier. Especially travelers say that use of mobile
applications are faster because online travel agents know what
the travelers want to know or to find out (Rooney & Ben, 2011).
However, sometimes mobile applications disappoint people with
their navigation issues. For example, there have been some
travelers who have complained about applications’ launching
time. They say that while they are expecting applications to be
useful, work faster and be more effective, nevertheless, they
find themselves in difficult situation because some applications
do not meet their expectations in terms of speed and accurate
information delivery. This research will also talk about the
applications that do not meet the expectations of their users.
The study focuses on, how by having negative experience,
travelers start having negative attitudes, and how by having
positive experience travelers start having positive attitudes
toward mobile applications. As a result depending on the
situation that traveler experiences, she/he creates emotions,
attitude, and intention about mobile travel applications of
OTAs.
Poslad (2011) defines attitude as an expression of favor or
disfavor toward a person, place, thing, or event. Attitude is
difficult to measure. The purpose is to see how the factors such
Price Fairness and Navigation will affect users’ attitude and
how it will affect their intention to keep using mobile
applications of OTAs. Ajzen (1991) defines attitude as the
major element that affects people’s intention and further
behavior.
Intention can be described according to Sigala as a move or an
idea that is planned or aimed for by an individual. (Sigala,
Mich, & Murphy, 2007). According to Poslad (2011), intention
is the plan that a person does to achieve the goal. Intention is
desire of somebody that he or she plans to do (Poslad, 2011).
When a person is planning to achieve a given consequence,
there may be several intermediate steps that have to be taken

14. before the full result as desired is achieved (Sigala, Mich, &
Murphy, 2007)
Price Fairness
Intention to Use
Attitude
Navigation
Methodology
Means-Ends Chains technique is one of the several kinds
of qualitative research. Means-End Chains technique is focuses
on the linkage among attributes of products or services, the
consequences or benefits provided by those attributes, and the
consumer values that achieve his or her desired value (Reynolds
& Gutman, 1998).
In this study, the researcher using one-on-one interview method
to identify travelers’ values when they use mobile applications
of Online Travel Agents (OTA). Participants have been chosen
from La Fitness at Springfield Park, on Saturday, October 31,
from 10 am until 2 pm. 44 members of La Fitness have been
asked whether they use mobile applications of OTAs. 10 out of
44 members of La Fitness answered “yes” and have been
recruited to take part and answer question, which is “What are
the attributes you consider important when using mobile
applications of OTAs?” For data collection, the researcher used
laddering exercise. Laddering refers to an in-depth, one-on-one
interview technique used to understand how consumers evaluate
the attributes of products or services, translate them into
benefits, and, finally, achieve their end goals. In laddering, the

15. respondents reply to a series of “why?” questions: for example,
“Why is that attribute (and consequence) important to you?”
This kind of questions creates hierarchical value connections,
which shows the linkages among the attributes, consequences or
benefits and end values. In this research, the researcher asks
questions “why is that attributes or consequences important to
you?” after getting answer for the first question, which is “What
is the attribute you consider important when using mobile
applications of OTAs?” The author used to ask “why?” until no
new concepts regarding end values were generated.
Participant 1.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “They are usable for me in travel purpose.”
2. “Why is usability important to you?”
Answer. “I know how to use them and I can save time and spend
saved time for my job.”
3. “Why saving time for your job is important to you?”
Answer. “I do not like wasting time. I should save time and
work hard in order to be successful.”
4. “Why is being successful important to you?”
Answer. Because I want to be successful person.
Participant 2.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “I consider mobile applications as a usable tool.”
2. “Why usability of mobile applications is important to you?”
Answer. “They are usable; you do not spend too much time on it
to get a hotel room booked.”
3. “Why saving time is important to you?”
Answer. “I rather to save time on the process of booking a hotel
room, and spend time for travel. I like travelling.”
4. “Why having more time to travel is important to you?”
Answer. “I like fun travelling, so I guess to have more fun

16. activities.”
5. “Why fun activities are important to you?”
Answer. “I have no idea how can I answer this question.”
Participant 3.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “I like using mobile applications because they are
useful.”
2. “Why is usability of mobile applications is important to
you?”
Answer. “I do not like spending my time to unusable things.”
3. “Why saving time is important to you?”
Answer. “I like when I have more time to travel and I do not
like the travelling planning.”
4. “Why having more time to travel is important to you?”
Answer. “I like being involved into too many fun activates
while travelling.”
5. “Why being involved into too many fun activities is
important to you?”
Answer. “Because I like having fun.”
Participant 4.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “I like that mobile applications have many functions
and I think it is important.”
2. “Why functionality of mobile applications is important to
you?”
Answer. “Because it has functions and I do not look for other
things and I am saving time with it.”
3. “Why saving time is important to you?”
Answer. “I can work instead of traveling.”
4. “Why more working is important to you?”
Answer. “I like my job and want to be successful in my working
field.”
5. “Why is being successful important to you?”
Answer. “Being successful is important to me.”

17. Participant 5.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “I would say functionality of mobile applications.”
2. “Why functionality of mobile applications is important to
you?”
Answer. “It has many functions and I save time, when I do
everything by using one application.”
3. “Why saving time is important to you?”
Answer. “I do not like traveling but I do travel once with my
family in a year. I would spend my time to work.”
4. “Why more time for job is important to you?”
Answer. “Because I like to be successful, and if I will spend my
time to travel I cannot be successful.”
5. “Why is being successful important to you?”
Answer. “It should be important to me, otherwise I cannot be
who I am.”
Participant 6.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “I can rely on mobile applications while travelling and
I consider it as an important attribute for mobile applications.”
2. “Why reliability of mobile applications is important to you?”
Answer: “I know that they won’t steal my money and I will save
my money at the end.”
3. “Why saving money is important to you?”
Answer. “I guess it is important for you too.”
Participant 7.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “Reliability is the attribute that I consider as an
advantage of using mobile applications.”
2. “Why reliability is important to you?”
Answer. “Because users won’t be cheated and will save money.”
3. “Why saving money is important to you?”
Answer. “I do not know it is just important to me.”

18. Participant 8.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “I thing they have cheaper price.”
2. “Why cheaper price is important to you?”
Answer. “They have provided discount that hotels do not
provide.”
3. “Why discount is important to you?”
Answer. “I can save money this way.”
4. “Why saving money is important to you?”
Answer. “I have no answer.”
Participant 9.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “They work 24 hours, which is important to me.”
2. “Why 24 hours working is important to you?”
Answer. They are accessible.
3. “Why is an accessibility is important to you?”
Answer. “Because I can do procedure faster.”
4. “Why is being faster is important to you?”
Answer. “Because it is more comfortable.”
Participant 10.
1. “What attribute you consider most important when using
mobile applications of OTAs?”
Answer. “Their working hours never end.”
2. “Why is 24 hours business is important to you?”
Answer. “I like when I can call any time to make a reservation.”
3. “Why accessibility is important to you?”
Answer. “I can do things faster this way.”
4. “Why doing things faster is important to you?”
Answer. “It is more comfortable this way.”
Table 1 shows the attributes, consequences or benefits, and
values.
No
Attributes

19. Consequences/benefits
Values
1
Usability
Save time, More time for job, success
2
Usability
Save time, More time for travel, fun activities
Self Esteem
3
Usability
Save time, More time to travel, fun activities
Self Esteem
4
Functionality
Save time, More time for job, success
5
Functionality
Save time, More time for job, success
6
Reliability
Save money
Economy
7
Reliability
Save money
Economy
8
Price
Discount, save money
Economy
9
24 hours business

20. Accessibility, faster, convenience
10
24 hours business
Accessibility, faster, convenience
7
Self esteem
Self esteem
Self Esteem (2)
Self esteem
Convenience
Success
Fun Activities

21. Faster
Discount
Saving Money
More Time to travel
More Time for Job
Access
Save Time
24 hours business (2)
Functionality (2)
Price (1)
Reliability (2)
Usability (3)
Result & Result Discussion

22. Results show that the attributes that people consider important,
when using mobile applications of OTAs, are “usability,”
“functionality,” “reliability,” “price,” and “24 hours business.”
In this study, three people answered “usability” is an important
attribute, two people answered “functionality,” two people
answered “reliability,” one person answered “price,” and two
people answered “24 hours business” is an important attribute.
Figure 1 shows: five attributes have generated 10 consequences
or benefits and four end values.
The attribute “usability” is the most frequent attribute among
all other attributes. It has been showed in figure 1 that the most
frequently selected attribute, “usability,” generated six
consequences, which are “saving time,” “more time to travel,”
“fun activities” and “success” consequences. However, one of
the participants who said that one of the most important
attributes is “usability” further answered that one of the
benefits is “success,” and after answering “success” the end
value for the participant became self steem.
Further, analysis show that attributes “functionality,”
“reliability,” and “24 hour business” are also important
attributes for people using mobile applications of OTAs, since
participants have chosen each attribute as an important attribute
twice. “Functionality” attribute has generated three
consequences, which are “saving time,” “more time for job,”
and “success” further consequences could not been indicated to
any end value. The “reliability” attribute has generated one
consequence “saving money” and the consequence has indicated
to “economy” value. The “24 hours business” attribute has
generated three consequences, which are “access,” “faster,” and
“convenience” consequences, which could not been followed by
an end value.
Further, only one participant has considered the attribute
“price” as an important attribute. The “price” attribute has
generated two consequences, which are “discount” and “saving
money” and these consequences have indicated to “economy”
value.

23. The results of this study also show the ultimate values of people
who use mobile applications of OTAs. Figure 1 shows that the
end values that have been indicated by consequences are “self
esteem,” and “economy.” However, majority of respondents
have indicated to “economy” end value. In total, “economy” has
been indicated three times and “self-esteem” two times.
Also, in the result of this study, it has been showed that
most frequently mentioned consequence is “saving time,” which
has been indicated five times. Also, the consequences, which
have been indicated three times, are “more time for job,”
“saving money,” and “success.” Also, consequences “more time
to travel,” “fun activities,” “access,” “faster,” and
“convenience” have been indicated two times. However,
consequence “discount” has been generated only once.
Result Discussion
“Economy” value and consequences under economy value can
be considered as aspects relating to price fairness factor. Price
fairness is a factor that might has an influence to people’s
“economy” value. Kannan and Kopalle (2001) have said that
perception of price unfairness leads to consumer dissatisfaction,
they are losing a desire to keep using or consuming product,
consumers spread negative information. This study also proves
that price fairness is an important factor for people. Most
frequently appeared value is “economy.” According to the result
of this study, there is a relationship between price fairness and
travellers intentions to use mobile applications of OTAs.
Moreover, consequences “convenience,” and “faster,” are the
consequences which could not been lead to an end value.
However, these consequences can be considered as aspects of
navigation. Rooney (2011) have said that travellers consider
mobile applications faster. In this study, there have been
participants who mentioned that mobile applications are faster.
Rooney (2011) also said that travellers use mobile applications
because they think that OTAs know what the travellers want to
know or to find in their travel destination. Further, according to
the result of this study, there is a relationship between

24. navigation and travellers intentions to use mobile applications
of OTAs.