Determinants of Indian customers' preference for online travel services
by Arpita Khare, Saumya Dixit, Ruchi Chaudhary
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 2, No. 1, 2011

Abstract: India as a developing nation has seen drastic changes in terms of the consumption patterns and usage of technology. The travel sector has witnessed a transition from traditional brick and mortar channels to virtual channels of distribution. Known as 'infomediaries' the websites that provide travel information have an increasing impact on the travel related decision making. The acceptance of these websites is increasing because of the content relevancy, easy accessibility, ease of operations, flexibility and variety of travel packages they offer. The research is directed towards discerning the customers' attitude towards online travel firms related to website design, service attributes and trust. The results demonstrate that website attractiveness and services offered by the online travel firms are of vital importance in customers' decision to use online travel services.

Online publication date: Tue, 30-Nov-2010

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