Market Segmentation of Website Services in Travel Agencies

Ching-Chiao Yang ； Ching-Fu Chen

《Asia Pacific Management Review》 17卷3期 (2012/09) Pp. 233-246

https://doi.org/10.6126/APMR.2012.17.3.01

並列摘要

This paper empirically investigates the perceived importance of the website service attributes in travel agencies, and segments the website service market in Taiwan based on these. The results from a factor analysis indicate that transaction service, travel information service, promotional information service, interactive service, and membership service are the crucial service factors of websites in travel agencies. Through a cluster analysis, three segments of the website service market in travel agencies-namely, travel and promotional information services preferred group, membership service preferred group, and transaction service preferred group - are identified. Practical implications for the marketing strategies of website services in travel agencies are discussed, and directions for future research are also presented.

並列關鍵字

Market segmentation ； website service ； tourism ； Taiwan

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