1. A Perceptual Mapping of Online Travel Agencies and Preference Attributes Presenter: Catherine Wu Instructor: Dr. Pi-Ying Teresa Hsu Date: June 15, 2011 1

2. Contents Introduction 1 Literature Review 2 Methodology 2 3

3. Background Motivation 3 Introduction 1 2

4. 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) 4

5. 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) 5

6. Motivation Little empirical research has been conducted to determine customer’s perception of online travel agencies. 6

7. 7 Literature Review Online travel agency Online travel agency choice attributes Purposes of the Study Research Questions 1 2 3 4

8. 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) 8

9. 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) 9

10. 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. 10

11. Online travel agency choice attributes 11 FromMartin (1999), Kaynama and Black (2000), Shapiro (2001), and Argus Clearinghouse (2003)

12. Purposes of the Study 12 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

13. Research Questions 13 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?

14. 14 Methodology Participants Instrument Procedure Statistical Analysis 1 2 3 4

15. Participants 15 Approximately 120 college students Chaoyang University of Technology

16. Instrument 16 Questionnaire 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

17. 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____________________ 17

18. Procedure 18 Pilot Study Formal Study Statistical Analysis Factor Analysis Survey will be employed Descriptive Statistics Reliability Participants: about 120 college students Multidimentional Scaling (MDS) Revised Questionnaire Time: October,2011

19. Statistical Analysis 19 1. What important attributes do customers use in selecting their online travel agencies? Descriptive Statistics

20. Statistical Analysis 20 2. How do online customers differentiate online travel agencies from each other relative to the important attributes? Multidimentional Scaling (MDS)

21. Multidimentional Scaling (MDS) 21 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).

22. Thank you for your attention! 22

23. 23