The implications of college students' online travel information seeking behaviour: a case study of why they use Ctrip OTA website in China
by Ai Xu; Junsheng Kuang; Zongqing Zhou
International Journal of Networking and Virtual Organisations (IJNVO), Vol. 24, No. 4, 2021

Abstract: College students are becoming important consumers of online travel products and services. Consequently, it is important to try to understand their online travel information seeking behaviour. This paper reports a study in which a survey was conducted among college students from several Chinese universities. Data were collected using an online survey tool and posted on social media websites. A total of 206 valid responses were obtained. The descriptive statistics and the results from stepwise regression analysis show that social group influence, website information quality, website back-end support capacity, website security, and monthly living expenses are positively correlated to the students' use of the Ctrip website. Interestingly, this study shows no significant relationship between website usability and the use of the Ctrip website. This study's findings are important for tourism businesses seeking to improve their website design, marketing strategies, and online services.

Online publication date: Fri, 23-Jul-2021

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