Have the Perceptions of the Successful Factors for Travel Web Sites Changed Over Time? the Case of Consumers in Hong Kong

Abstract

This research note reports on a study about online consumers' view on the successful factors for travel Web sites. Empirical evidence from a large scale domestic Omnibus survey conducted in 2007 revealed that 31.8% of the interviewed Hong Kong residents had visited at least one travel Web site in the past 2 years and that 17.6% of this group of respondents had also made online purchases on travel-related products. These results showed an increasing percentage of both online browsers and purchasers compared with a similar study conducted in 2000. More important, when comparing the views of online purchasers with online browsers, significant differences are found on their perceptions of “secure payment methods” and “online booking and confirmation.”