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|Chinese tourist satisfaction towards travel website: the case study of www.ctrip.com
|Nowadays, tourists greatly depend on the Internet to make their travel decisions, which means that websites have evolved to be the most significant tool to generate positive tourists’ positive influences on a destination through offering satisfactory and safe online experiences. Some tourists still remain reluctant to use websites because of perceived risk. In this study, its objective is to research Chinese tourists’ satisfaction towards travel website through using www.ctrip.com as a case. In this study, the independent variables include service quality, security, technical support, loyalty, perceived usefulness, and personalized service. The dependent variable is Chinese tourist satisfaction towards travel website www.ctrip.com. The result, there are 210 participants engaging in this questionnaire. In order to examine the established hypotheses, multiple regression analysis is adopted. In this study, its study indicates that a greater degree of Chinese tourist satisfaction towards travel website www.ctrip.com is significantly associated with service quality, loyalty, perceived usefulness, and personalized services. However, security and technical support are not significantly associated with the level of Chinese tourist satisfaction towards travel website www.ctrip.com. Hence, this study offers valuable suggestions about improving tourist satisfaction towards travel website.
|Independent Study (M.A.)--Hospitality and Tourism Industry Management, Graduate School, Bangkok University, 2021
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Independent Studies - Master
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