Title: The implications of college students' online travel information seeking behaviour: a case study of why they use Ctrip OTA website in China

Authors: Ai Xu; Junsheng Kuang; Zongqing Zhou

Addresses: International Business Faculty, Beijing Normal University Zhuhai, No. 18 Jinfeng Road, Tangjiawan, Zhuhai City, Guangdong Province, 519087, China ' Marketing Department, Guangdong Qichang Environmental, Protection Industry Co., Ltd., No. 5 Yongsheng Road, Nanjiang Industrial Park, Sihui City, Guangdong, China ' College of Hospitality and Tourism Management, Niagara University, NY 14109, USA

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.

Keywords: online travel and tourism; travel behaviour; information seeking; tourism website; college students; Ctrip; China.

DOI: 10.1504/IJNVO.2021.116432

International Journal of Networking and Virtual Organisations, 2021 Vol.24 No.4, pp.374 - 386

Received: 27 Apr 2020
Accepted: 09 Jan 2021

Published online: 13 Jul 2021 *

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