How do the preferences of online buyers and browsers differ on the design and content of travel websites?

Abstract

PurposeThe issue of perceptions between buyers who have made online purchases and browsers who have browsed websites on the quality of travel websites is rarely, if ever, investigated by tourism and hospitality researchers. This paper aims to report on a study that examined these two groups of users' perceived importance of the factors that contribute to content richness and ease of use of travel websites. In addition, it seeks to study these users' level of satisfaction and purchase intention.Design/methodology/approachA total of 862 international travelers were interviewed in Hong Kong International Airport in October 2005.FindingsEmpirical findings indicated that travel website users viewed quality factors important, and they were generally satisfied with travel websites. Although these website users had a positive view for purchase intention in the long term, there existed significant differences between the two groups of users in all attributes of customer satisfaction and purchase intention. Most importantly, research findings showed that travel website quality factors were positively correlated to customer satisfaction, which in turn, was significantly correlated to purchase intention.Research limitations/implicationsThe generalization of this research is limited by its time scope and sample size.Originality/valueThis paper should be of interest to tourism and hospitality practitioners as well as academic researchers to better understand e‐consumers' behavior.