AN EXPLORATORY STUDY ON CONSUMERS'PERCEPTIONS OF CHARACTERISTICS OF E-TRAVEL AGENCIES AND TRADITIONAL TRAVEL AGENCIES AND PREFERENCES IN MAKING TRAVEL PURCHASES

摘要

The World Wide Web has been re-writing the ?maps? of travel service industry. While many consumers go online for their travel planning and booking, there are still many others relying on traditional travel agencies. Knowing which characteristics of online and traditional travel agencies lead to the consumers? preferences in using either one for their travel planning and booking is critical to the dynamics of the travel service industry. This study attempts to identify key characteristics of online and traditional travel agencies that would affect consumer?s decisions in choosing the channel for their travel planning and booking.