search query: @author Kim, D. J. / total: 3
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| Author: | Kim, D. J. Han, J. S. |
| Title: | A perceptual mapping of online travel agencies and preference attributes |
| Journal: | Tourism Management
2007 : VOL. 28:2, p.591-603 |
| Index terms: | positioning internet marketing multidimensional scaling |
| Freeterms: | online travel agencies perceptual mapping |
| Language: | eng |
| Abstract: | This paper addresses two purposes. One is to investigate the important choice attributes of online travel agencies from which online customers may select. Secondly, the study identifies the current positions of seven online travel agencies in the perception of the customer. The data for this study was collected from the directories of seven universities through an online survey. When considering the importance of online travel agency attributes, finding low fares was the most critical followed by security. Furthermore, the result from the multidimensional scaling showed how travellers perceived the seven online travel agencies in comparison with each other. Each online agency had some different patterns based on travellers' perceptions in terms of web features, user friendliness and security, and finding low fares. |
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