Modeling factors that influence online travel booking

Data was collected from an online questionnaire completed by 1,198 respondents in 2008. Analysis of the dataset involved, correlation analysis, exploratory factor analysis, and logistic regression. In the final model building stage, a logistic regression model is generated containing key factors that lead to online travel booking intention. These factors are a unique set of socio and psychographic variables that can be used to more accurately predict website booking of travel products. The contribution to literature that this research makes is that it appears to be one of only a few models available for predicting travel product booking. For instance, this model predicts that consumers who previously booked specific travel products such as hotels or airline tickets will have a greater intention to book other travel products online. This research study also shows the relevance of the Theory of Reasoned Action to online travel but it goes further by enabling the quantification of the strength of variables such as key beliefs, attitudes and subjective norms.