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Traveler Decision Making in Online vs. Offline Buying Behavior: A Contrasting Perspective

Traveler Decision Making in Online vs. Offline Buying Behavior: A Contrasting Perspective
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Author(s): Souvik Roy (IBS Hyderabad, India), Amar Raju G. (IBS Hyderabad, India)and Dennis Joseph (IBS Hyderabad, India)
Copyright: 2020
Pages: 26
Source title: Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal)and Óscar Lima Silva (Instituto Superior Politécnico Gaya, Portugal)
DOI: 10.4018/978-1-5225-9783-4.ch002

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Abstract

The growing preference of consumers to search for information and make web purchases in travel and tourism context is forcing a number of enterprises to go online. Looking at the complexity that already lies in offline decision making, attracting consumers online, understanding their psychology, and making them purchase is becoming a stringent job for the marketers. Though significant research work has been done in terms of adoption of website services for travel websites, a comparative understanding of the offline and online purchase decision-making process of the consumer and how that can be leveraged in making the consumer loyal through continuous usage of the website services still needs an in-depth understanding. In this chapter, the authors have tried to differentiate between online and offline behavior and proposed a model based on intention adoption and continuance framework which will surely provide insights to both the academicians and marketers/website developers in terms of improving the online buying behavior of consumers in travel and tourism context.

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