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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.