PPT

1. A perceptual mapping of online travel agencies and preference attributes Presenter: Catherine Wu Instructor: Dr. Pi-Ying Teresa Hsu Date: December 22, 2010

3. Contents I. Introduction II. Methodology III. Results IV. Conclusions V. Reflection

4. Introduction 4

5. Introduction Humanized Uncomplicated Secure Customized services Traditional agencies Online travel agencies

9. 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

10. Methodology Total: 5326 emails 459 responses (8.6%)  gathered 446 responses (8.4%)  analyzed Survey instrument Online survey Participants Randomly selected from seven university websites in seven different regions of the USA Time 1 week in October, 2002

11. Methodology past online purchase experiences general retail and travel-related products importance of online travel agency choice attributes preference in selecting online travel agencies demographic and behavioral characteristics

13. Results

15. Results

16. Results Web Features User friendliness and security Finding low fares 2. How do online customers differentiate online travel agencies from each other relative to the important attributes? Expedia Travelocity Priceline