9922616 吳宜庭

A perceptual mapping of online travel agencies and preference attributes

Presenter: Catherine WuInstructor: Dr. Pi-Ying Teresa HsuDate: December 22, 2010

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Dong, J.K. , Woo, G.K. , & Jin, S. H. (2007). A perceptual mapping of online travel agencies and preference attributes. Tourism Management, 28, 591-603.

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Contents

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I. Introduction

II. Methodology

III. Results

IV. Conclusions

V. Reflection

Introduction

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Introduction

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Humanized

Uncomplicated

Secure

Customized services

Tradit ional agencies

Online travel agencies

Introduction Computerized reservation system (CRS)

To provide effective online service, online travel agencies should be equipped with air, hotel, and

rental car reservation systems. (Kaynama & Black, 2000)

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Research Questions

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1. What important attributes do customers use in selecting their

online travel agencies?

2. How do online customers differentiate online travel agencies from each other relative to the important attributes?

Online travel agencies

NetRatings (2002)

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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

Online travel agency choice attr ibutes

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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

Survey instrument Online survey

Participants Randomly selected from seven university websites in seven different regions of the USA

Time 1 week in October, 2002

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Total: 5326 emails 459 responses (8.6%) gathered 446 responses (8.4%) analyzed

Methodology

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past online purchase experiencesgeneral retail and travel-related products

importance of online travel agency choice attributes

preference in selecting online travel agencies

demographic and behavioral characteristics

AnalysisDescriptive statisticsMultidimensional scaling (MDS)

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A procedure that allows a researcher to determine the perceived relative image of a set of objects (Hair, Anderson, Tatham, & Black, 1998).

hospitali ty and tourism attr ibutes and st imuli

Results

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Results

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1. What important attributes do customers use in selecting their

online travel agencies?

Results

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Results

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Web Features

User friendliness and security

Finding low fares

Expedia

Travelocity

Priceline

2. How do online customers differentiate online travel agencies from each other relative to the important attributes?

Conclusions

Finding low fares” proved the most critical one,

respondents ranked security second.

Expedia and Travelocity have emerged as

dominant leaders.

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Reflection

Be conducted with a wider range of customer groups.

Need to discover critical factors that directly affect the decision of customers to purchase.

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Reflection

• 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.

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Thank y o u f o r y o ur a t t e n t i o n .

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Thank you for your attention.