Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
METHODOLOGY 
Survey Questionnaire 
The questionnaire contained three sections: (1) history of recent online shopping for travel; (2) twelve 
attributes of online travel product and (3) demographics. Specifically, first, respondents were asked ten questions 
related to their shopping for travel online history and preferences. Respondents were asked about the importance on 
buying travel products online using a preferred travel intermediary to respond to items in second section and five 
demographic information questions in third section. The importance of online travel product attributes was measured 
with five point Likert-type scales. These twelve items belonged to assessment of the significance of attributes for 
online travel product purchases. Twelve Likert-type items ranging from 1-very unimportant to 5-very important 
were used to measure online travel product attributes importance. In measuring loyalty program use, the respondents 
were asked “Do frequent flyer/stay/driver/cruise loyalty programs make a difference in your decision process to 
purchase a travel product?” Post-behaviors include the three questions with one item individually; 1) overall 
satisfaction, 2) complaining intention, and 3) switching intention. A statement is made and respondents are asked to 
indicate their level of agreement with it. To access overall satisfaction with online travel product, the following item 
was given “Overall, I am very satisfied with XYZ.” For complaint intention “I will complain to XYZ if I experience 
problems.” For switching intention, “Even if I am offered lower prices, I will not switch from XYZ.”