Reviewing the Web Features of Travel Agents in Singapore

Abstract

Assessing websites is one of many ways to benchmark travel agents' websites against their competitors and to provide directions for improvements. Furthermore, it helps to identify their operational weaknesses and also consider effective website features for the benefit of customers. This study aims to investigate how Singapore travel agencies use websites in the e-commerce context. Some of the more common website content includes agency information, contact details, and information on travel packages. Websites were classified against a four-stage model of e-commerce adoption. The majority of websites are ranked as adopting low practices of e-commerce (first and second stages) while the minority were found to be adopting an advanced e-commerce practices (third and fourth stages).