Analyzing Consumer Preference for Online Booking of Tourism and Hospitality in India

This study attempts to understand the drivers for the preference of online booking for travel and tourism. There has been a spurt of travel booking portals in India, facilitating customers for booking of travel and accommodation. Essentially, these travel portals offer packages/products which include travel & accommodation, apart from acting as an interface for rail, road and air booking. The values that draw customer to travel portal are attractive offers, generally a bundle of offerings, & ease of booking. In this empirical research, using structural equation modelling, advance booking facility, discounting, and time saving have emerged as significant factors that lead to increase in online travel booking to be a preferred choice over offline booking or via travel agent. The study recommends travel portals to focus on these dimensions.