Online travel agencies: factors influencing tourists’ purchase decisions
This study sought to analyse tourists’ purchasing behaviours involving online travel agencies (OTAs) (i.e. Booking.com and Expedia.com). The research focused on identifying which factors most strongly influence buyers’ decision making and whether the degree of importance given to factors changes...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2019-07-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1114/pdf_129 |
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| Summary: | This study sought to analyse tourists’ purchasing behaviours involving
online travel agencies (OTAs) (i.e. Booking.com and Expedia.com).
The research focused on identifying which factors most strongly
influence buyers’ decision making and whether the degree of
importance given to factors changes according to tourists’
sociodemographic, economic or travel characteristics. The results
show that most tourists book their accommodations through OTAs
mainly because browsing is easier and better prices are offered. The
results further suggest that the most important factor when booking
accommodations is price, although the overall buying process is quite
complex. Online reviews, promotions and photos are also important.
The importance online tourists give to price varies by age group,
income and country of residence. Online reviews are significant
regardless of tourists’ characteristics, except for age. Cluster analyses
additionally revealed three different tourist segments based on the
importance given to price, online reviews, promotions and photos |
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| ISSN: | 2182-8466 |