This study evaluates the online travel booking habits and activities of university students. The population for this study was the entire student body of Oklahoma State University, a total of 23,307 students for the Fall 2006 semester. An online survey was conducted seeking information on internet usage for travel booking and students attitudes and habits regarding such online purchases. A total of 605 usable responses were returned and included in this study. It was found that college students had low brand loyalty and their main motivators for purchase were price, convenience, ease of use, and the ability to shop and compare. Students also indicated a habit of researching travel bookings before purchasing.
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