An empirical study on the influential factors of travel agency websites quality based on the users' perception Online publication date: Sun, 17-May-2009
by Huayu Shen, Jia Wei, Lingjie Zheng
International Journal of Services Technology and Management (IJSTM), Vol. 12, No. 2, 2009
Abstract: This study discusses the major factors for travel agency websites quality from the viewpoint of users' perception and develops a conceptual framework. After discussions with users and managers, literature review, and data collection, we draw a conclusion concerning the five key factors affecting travel agency websites quality through empirical analysis. They are, in order of their importance, information quality, infrastructure support, users' trust, online service and website appearance. The findings also show that there is a great gap between users' expectations upon travel agency websites quality and their actual perceptions of it. Meanwhile, users with different personal attributes differ in their expectations and perceptions of the quality in some aspects. Finally, we come up with some recommendations for action in response to the five key factors so that designers and managers of travel agency websites may find of value for reference.
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