9922616_吳宜庭_proposal defense rehearsal
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Transcript of 9922616_吳宜庭_proposal defense rehearsal
A Perceptual Mapping of Online Travel
Agencies and Preference Attributes
Presenter: Catherine Wu
Instructor: Dr. Pi-Ying Teresa Hsu
Date: June 15, 2011 1
Contents
Introduction
Literature Review
Methodology
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Background
Motivation
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Background
The Internet has changed the concept of business
by offering different types of information flow, and
providing a convenient and efficient channel for
distributing retail products/services.
(Dong , 2007)
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Background
Many companies have started to offer online
reservations in order to take advantage of the
Internet as a new distribution channel and to cut
costs such as labor and commission fees.
(Jin , 2008)
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Motivation
Little empirical research has been conducted to
determine customer’s perception of online travel
agencies.
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Online travel agency
Online travel agency choice attributes
Purposes of the Study
Research Questions
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Online Travel Agency
Online travel agencies function as traditional agencies
in that they deliver travel-related products/services
and provide travel-related information and various
services to customers.
(Woo , 2007)
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Online Travel Agency
To provide effective online service, online travel
agencies should be equipped with air, hotel,
and rental car reservation systems.
(Kaynama & Black, 2000)
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Online travel agency choice attributes
The evaluation criteria to select a purely online
travel site over the others are summarized from
reputable site evaluation sources.
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Online travel agency choice attributes
1. Security 6. Speed of the website
2. Ease of use 7. Ability to book all travel
services in one transaction
3. Finding low fares 8. Booking flexibility
4. Useful and relevant content 9. Sorting option
5. Design and presentation of
the website
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From Martin (1999), Kaynama and Black (2000), Shapiro (2001), and Argus
Clearinghouse (2003)
Purposes of the Study
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1.To investigate the important choice attributes of
online travel agencies from which online
customers may select
2. To identify the current positions of online travel
agencies in the perception of the customer
Research Questions
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1. What important attributes do customers use in
selecting their online travel agencies?
2. How do online customers differentiate online
travel agencies from each other relative to the
important attributes?
Participants
Instrument
Procedure
Statistical Analysis
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Participants
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Chaoyang University of Technology
Approximately 120 college students
Instrument
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Ask about past online purchase experiences with
general retail and travel-related products
Measure importance of online travel agency choice
attributes
Evaluate preference in selecting online travel agencies
Obtain demographic and behavioral characteristics
Questionnaire
Questionnaire• 第一部分:過去使用線上旅遊業者之經驗• 1.是否有購買過線上旅遊業者提供的套裝行程? □是 □否• 2.是否有購買過線上旅遊業者提供的自由行行程? □是 □否
• 第二部分:對線上旅行業者考慮之因素 (請依喜好程度排序1-9)
• □安全性• □方便程度• □低價• □資訊有用性• □網頁設計• □網頁速度• □能一次將所有行程處理好• □訂購客製化• □分類程度
• 第三部分:請依喜好程度排序線上旅遊業者• □燦星旅遊• □Easytravel四方通行• □雄獅旅遊• □五福旅遊• □可樂旅遊
• 第四部分:基本資料• 1.□男 □女• 2.是否曾經使用過線上旅遊業者 □是 □否• 3.使用線上旅遊業者之頻率 □一個月一次 □兩三個月一次 □半年一次 □一年一次• □其他____________________
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Procedure
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Pilot Study Formal
Study
Statistical
Analysis
Statistical Analysis
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1. What important attributes do customers use in
selecting their online travel agencies?
Statistical Analysis
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2. How do online customers differentiate online
travel agencies from each other relative to the
important attributes?
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A procedure that allows a researcher to determine the
perceived relative image of a set of objects (Hair,
Anderson, Tatham, & Black, 1998).
MDS has been used by hospitality and tourism
researchers to provide a joint space of attributes and
stimuli (Baloglu, 1997; Dev et al., 1995; Kim, 1996,
1998).
Thank you for your attention!
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