What affects travellers' preference of e-travel or traditional travel agencies: an empirical study
by Yue ''Jeff'' Zhang, Donna A. Driscoll, Paul J. Lazarony, Binshan Lin, Ruidong Zhang
International Journal of Services and Standards (IJSS), Vol. 2, No. 4, 2006

Abstract: The world wide web is re-shaping the 'maps' of the travel service industry. While many travellers turn to e-travel agencies for travel planning and booking, there are still others relying on traditional travel agencies. Understanding what factors affect a traveller's preference of e-travel and traditional travel agencies is important for the travel service industry to improve their service standards. This study attempts to empirically identify key characteristics of e-travel and traditional travel agencies that would affect travellers' preferences of agencies. The findings suggest that e-travel agencies need to leverage their strengths on service accessibility, search capability, user interfaces, and online community to attract customers. On the other hand, travel guaranty and assurance issues are still seen as the strengths of traditional travel agencies. e-travel agencies should develop related service standards. These needs become more apparent and urgent when the trips to be taken involve higher level of uncertainty.

Online publication date: Mon, 24-Jul-2006

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