9922616_吳宜庭_proposal defense rehearsal

A Perceptual Mapping of Online Travel

Agencies and Preference Attributes

Presenter: Catherine Wu

Instructor: Dr. Pi-Ying Teresa Hsu

Date: June 15, 2011 1

Contents

Introduction

Literature Review

Methodology

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Background

Motivation

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Background

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.

(Dong , 2007)

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Background

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.

(Jin , 2008)

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Motivation

Little empirical research has been conducted to

determine customer’s perception of online travel

agencies.

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Online travel agency

Online travel agency choice attributes

Purposes of the Study

Research Questions

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Online Travel Agency

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.

(Woo , 2007)

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Online Travel Agency

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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The evaluation criteria to select a purely online

travel site over the others are summarized from

reputable site evaluation sources.

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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

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From Martin (1999), Kaynama and Black (2000), Shapiro (2001), and Argus

Clearinghouse (2003)

Purposes of the Study

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1.To investigate the important choice attributes of

online travel agencies from which online

customers may select

2. To identify the current positions of online travel

agencies in the perception of the customer

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?

Participants

Instrument

Procedure

Statistical Analysis

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Participants

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Chaoyang University of Technology

Approximately 120 college students

Instrument

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Ask about past online purchase experiences with

general retail and travel-related products

Measure importance of online travel agency choice

attributes

Evaluate preference in selecting online travel agencies

Obtain demographic and behavioral characteristics

Questionnaire

Questionnaire• 第一部分:過去使用線上旅遊業者之經驗• 1.是否有購買過線上旅遊業者提供的套裝行程? □是 □否• 2.是否有購買過線上旅遊業者提供的自由行行程? □是 □否

• 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)

• □安全性• □方便程度• □低價• □資訊有用性• □網頁設計• □網頁速度• □能一次將所有行程處理好• □訂購客製化• □分類程度

• 第三部分:請依喜好程度排序線上旅遊業者• □燦星旅遊• □Easytravel四方通行• □雄獅旅遊• □五福旅遊• □可樂旅遊

• 第四部分:基本資料• 1.□男 □女• 2.是否曾經使用過線上旅遊業者 □是 □否• 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• □其他____________________

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Procedure

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Pilot Study Formal

Study

Statistical

Analysis


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1. What important attributes do customers use in

selecting their online travel agencies?


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2. How do online customers differentiate online

travel agencies from each other relative to the

important attributes?

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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).

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).

Thank you for your attention!

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