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Tourist Behaviors in Online Booking:

A New Research Agenda
Hongxia Peng1, 2, Xianhao Xu*1, Wen Chen1
1

School of Management, Huazhong University of Science and Technology, Wuhan 430074, China
2
School of Business, Hubei University, Wuhan 430062, China
*1
xxhao@mail.hust.edu.cn

Abstract- Online travel booking has been adopted by an increasing number of tourists. The paper reviews the literature from the
three stages of online booking and summarizes the research findings in online information search, determinants of online booking
and online booking loyalty. Based on the literature review, the paper consequently proposes a new research agenda for tourist
behaviors in online booking, and recommends empirical methods for future research. The study not only provides a comprehensive
understanding of consumer behaviors for the tourism marketers, but also sheds light on the future research in online booking.
Keywords- Tourist Behaviors; Online Travel Booking; Online Booking; Online Information Search; Loyalty

I.

INTRODUCTION

Since the new century, the Internet-based electronic commerce has evolved considerably. Physical goods, digital products
and services have been sold online increasingly. Online travel booking (or online tourism reservation) is the specific businessto-customer (B2C) transaction in the context of online tourism. Online travel booking includes online booking for single or
packaged tourism products such as airline or train services, hotel rooms, vacation packages, car rentals, and so on. Online
travel booking is to purchase online in advance and then experience the service face to face. There is usually no physical
distribution after online booking, which is different from online shopping for physical goods. The services booked online are
consumed in the offline environment which is different from online services such as online finance and online entertainment.
For the travel enterprises, it is the inevitable choice to provide online booking for improving service efficiency, enhancing
service quality and gaining competitive advantages. Online travel agents (OTA) such as Expedia, Priceline, Ctrip and Elong
have gained extensive attention since the beginning of electronic business development. The OTAs mainly focus on online
travel booking and establish a successful model for tourism and electronic business. Up to date, all of the airline companies
and large hotels have official (i.e., self-owned) websites for convenience booking service. The market of online travel booking
is prosperous even in the developing countries. Taking China as an example, in 2012, 112 million Internet users participated in
online travel booking [1] and contributed 172970 million Yuan RMB to the market [2]. The penetration rate of online booking
in China accounted up to 7% in the tourism industry, whereas the rate was 70% in America, 50% in EU and 30% in India,
respectively [2].
Increasing efforts are devoted to develop the online booking market by the tourism practitioners. Understanding tourist
behaviors in online booking is therefore key to gaining a deeper knowledge of target marketing. Aiming at a better
understanding of tourist behaviors in online booking, the paper reviews the previous research and provides suggestions for
future investigation. The remainder of the paper is organized as follows. In Section 2, we analyze the prior literature on tourist
behaviors from the perspective of process of online booking. While literature on online travel booking is extensive and rich,
our paper is the first attempt, to our best knowledge, to review the research in an integrated framework. Based on the research
voids we find in Section 2, we point out the possible paths for future research in Section 3, and illustrate several empirical
methods for future research in Section 4. Finally, the conclusion is provided in Section 5.
II.

RELATED WORK ON TOURIST BEHAVIORS IN ONLINE BOOKING

The purchase and consumption process of a consumer can be divided into three stages, namely, information acquisition in
the pre-purchase stage, ordering in the purchase stage and feedback in the post-purchase stage. In the context of online travel
booking, literature pertaining to the tourist behaviors also focuses on online information search in the pre-purchase stage,
online booking in the purchase stage and loyalty formation or online reviews contribution in the post-purchase stage.
A. Tourist Behaviors in Online Information Search
Literature with regard to the online information search behaviors of the tourists reveals why, what, where, who, when and
how to search. For example, Vogt & Fesenmaier [3] state that tourists online search behaviors are motivated by their
functional needs, hedonic needs, innovation needs, aesthetic needs and sign needs. Xiang & Pan [4] find that the tourists search
for hotel, airport, casino, beach and map most frequently. According to the report by Iresearch [5], the most frequently used
channels for Chinese to search travel information are, in order, general search engines, vertical search engines, OTAs, portal
travel channels, and social media such as review sites, online communities and BBS. Travelers usually are directed to social
media sites by the general search engines [6]. The potential tourists are inclined to search for online travel reviews before

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travel decisions [7, 8], especially accommodation decisions [9]. Older baby boomers have greater increases in the likelihood of
travel information search behavior than Generation Xers at large [10]. There are substantial gender differences both in terms of
attitudes to information channels and travel website functionality preferences [11], and females are more predisposed to media
displacementreinforcement effects than males, when mobile Internet becomes a more popular medium in travel information
search than PC Internet and traditional media [12]. Kim et al. [13] find that the chief motivations for consumers to seek online
travel reviews are convenience and quality, risk reduction, and social reassurance. Pan [14] models the process of travel
information search and identifies continuous search, pre-purchase search, search during travel planning, search during traveling,
and search after the travel. Verma et al. [15] indicate that when gathering information for a hotel stay, most travelers follow the
recommendation of the company or friends and colleagues at first, and then turn to such online sources as the brand website,
OTAs, and TripAdvisor, and make online booking via the brand websites or OTAs.
The tourists behavioral consequences of the online information search are also stressed by the researchers. Skadberg et al.
[16] demonstrate empirically that flow experience while browsing a destination website leads to changes of attitude and
behavior, including inquiring for more information, coming back to the website, and visiting the destination. Fodness &
Murray [17] indicate that a tourists information search strategy has significant impacts on his length of stay, number of
destination visited, number of attractions visited, and the travel-related expenditures. Ye et al. [18] show that online travel
reviews have a significant impact on online sales, with a 10 percent increase in traveler review ratings boosting online
bookings by more than five percent. Consumers seem to be more influenced by early negative information, especially when the
overall set of reviews is negative, whereas positively framed information together with numerical rating details increases
booking intentions [19]. However, since looking does not automatically lead to booking [20], the bridge from information
searching to online booking should be further examined.
B. Determinants of Online Travel Booking
While travelers are increasingly turning to the Internet for information, many are still hesitant to book online because of the
perceived lack of a secure payment method, a lack of confidence in the technology and a need for a personal service and
human interface [21]. Travelers prefer booking their international trips from a travel agent rather than booking online, due to
the advantages of travel agents in social interaction, expertise and the possibility to save time on search, though they believe it
is cheaper to book online [22]. Telephone bookers, online bookers through Internet-proprietary and online bookers via OTAs
show significant differences in terms of internal and external price search, number of alternatives searched, brand loyalty,
purchase frequency, and perceived risk of unavailability at the time of booking [23]. Determinants of online travel booking
validated by the empirical researchers are mainly threefold. Firstly, the online booking intention is determined by the
characteristics derived from the Internet, including perceived risk [24], security [25-27], convenience [24, 25, 27], time saving
[25, 26] and usefulness [28, 29]. Secondly, the online booking decision is influenced by the characteristics of the online
suppliers, including information quality [26, 30], competitive price [26, 27], pricing patterns [31], service performance and
reputation [27], terms and conditions [32, 33], and mean rating in online review sites [18]. Specifically, if ambiguous, unclear
or contradictory information leads to unclarity confusion of the consumer in online booking, he will seek additional
information, abandon the purchase, or delegate the decision [30]. Interfaces of the online booking sites that have high-speed,
minimal memory load, adaptive behavior, low content density, and customization features are more preferable than those that
do not [34]. Beldona et al. [35] scrutinize the motivation of online booking and find that online booking for complex products
such as accommodations, activities, events and attractions are driven by informational parameters including detailed
information and availability, while online booking for less complex products such as car rentals and airline tickets were driven
by transactional objectives including rewards and price. Thirdly, ones behavioral tendency for online booking is impacted by
his personal characteristics including technological inclination or consumer innovativeness [25, 27, 28, 36-38], self-efficacy
[28], preference for offline service [25], timing [39], involvement [28, 36], Internet experience [28, 36], performance
expectancy [38], effort expectancy [38], online shopping experience [40], subjective norms [29], trust [28, 29], gender [28],
age [41, 42] and educational background [42]. A passenger who has a greater likelihood of making online bookings is a young
person, a student or educated to a high level, a habitual traveler, booking a simple journey and using a low-cost carrier [43]. In
addition, Wang & Liao [44] identify that perceived financial resources and perceived compatibility are predictors of travelers
behavioral intention for mobile booking, which is extended from online booking and becomes popular in recent years.
Though much work has been done in the area, more variables are sure to be found in the future research from different
theoretical perspectives. Moreover, the extended ways of online booking, such as mobile booking and online group buying for
tourism products, should be illuminated with more theoretical concerns and empirical examinations in future research.
C. Loyalty Formation after Online Booking
It is substantiated in marketing literature that customer satisfaction leads to customer loyalty and repurchase. In the online
environment, users satisfaction toward tourism websites are mainly attributed to the information function and search speed of
the website [45], in other words, the functionality and usability of websites [46], or information quality and system quality [47,
48]. Kim et al. [49] hypothesize and test that exogenous variables including navigation functionality, perceived security, and
transaction cost, and mediating variables including trust and satisfaction have a significant impact on the tourists loyalty for
online booking. Kim et al. [50] validate that website factors including communication, transaction and customization are the

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exogenous variables, and switching costs is the moderating variable for loyalty formation. Llach et al. [51] prove that website
quality including functional quality and hedonic quality are the exogenous variables, and perceived value is the mediating
variable for online booking loyalty for airline tickets. Most of the studies focus on the impact of website quality and function
on loyalty formation, while the effect of offline service factors of online booking remains largely unknown.
III. OPPORTUNITIES FOR FUTURE INVESTIGATION
The literature analysis above indicates that many contributions are achieved especially in the initial stage of online booking,
while the research gaps still remain to be bridged in future research. For further investigation into the tourist behaviors in
online booking, we propose several possible directions for future research as follows.
A. Social Media and Online Booking
Social media is not only a source for information search, but also a channel of online booking. As a source of travel
information, the impact of social media on online booking is obvious, but the antecedents, moderators and mediators remain
uncertain. Future research can delve in with reference to the theories in word-of-mouth communication [52-54]. Specific
interest may focus on the effect of the response by the service supplier after an online travel review in a social media site. The
response dimensions, the measurements and the impact on a readers online booking intention could be explored empirically.
As a channel of online booking, social media plays an increasingly important role in organization of outdoor sports. The
participants sign up in the QQ groups or online communities where the organizers post messages for the activities. Further
research will illuminate the phenomenon with more theoretical concerns. Additionally, presenting the loyalty degree after
tourism services, generating content in social media is worthy of investigation with regard to the generators intrinsic and
extrinsic motivations.
B. Perceived Value of Online Booking
Although customer perceived value is well documented in marketing literature, perceived value of online booking is
seldom examined. Future research will explore the reflective and formative dimensions first, and then identify the antecedents
of perceived value of online booking from the Internet factors, tourism service factors, social media factors and consumer
individual factors. The Internet factors may include perceived risk, convenience, website quality, flow experience and
transparency. The tourism service factors may include price dispersion and product differentiation [55]. The social media
factors may include the credibility, valence, rating and the review response dimensions. The consumer individual factors may
be self-efficacy, travel motivation, gender, age, innovativeness and involvement. Furthermore, the effect of perceived value of
online booking on rebooking online and contributing in social media needs empirical validation.
C. Mobile Booking
The mobile network is characterized by mobility or ubiquity, compatibility, convenience [56], network externality [57].
Mobile booking seems to be suitable in nature for travelers who are mobile on the way. However, mobile booking is still an
under-researched area that cries for additional attention. Tourist behaviors in mobile booking warrant scrutiny due to the
promising market.
D. Online Group Buying of Tourism Products
Pricing in tourism is flexible, transparent and dispersed, so online group buying which is prevalent in recent years becomes
an attractive channel of online booking for low-price tourism products such as hotel rooms, recreations and tours. Online group
buying sites differ from OTA sites in that besides the prices are lower, the available periods are restricted and the sales
volumes are displayed. The effect of low price, time pressure and reference group on the decision for group buying of tourism
products warrants exploratory investigation.
E. Online Booking for Train Tickets in China
While the literature largely focuses on online booking for hotel rooms and airline tickets, train tickets are the most online
booked products in China. The tickets are available online only in the official site of the railway company, www.12306.cn, at
the fixed prices same to the offline channel. Hundreds of million people book the train tickets online every year in China.
Future research on the behaviors of the online bookers for train tickets is sure to provide insights for the railway company to
improve the online service and improve the passengers satisfaction.
IV. EMPIRICAL METHODS IN ONLINE BOOKING RESEARCH
Empirical methods are often employed in behavioral research. For online booking research in future, we recommend
survey and experimentation for data collection, and structural equation modelling (SEM), regression analysis and ANOVA for
data processing. Experiments are effective when procedural control is required in the research, for example, in [19, 30, 31, 34,
39]. Survey researches are dominant and the data can be processed by SEM (e.g., in [12, 29, 44, 47-49]), regression (e.g., in
[24, 26, 27, 37, 38, 42]), ANOVA (e.g., in [11]), correspondence analysis (e.g., in [35]) and et al., among which SEM is the

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most powerful approach [58].

In the future research of tourist behaviors in online booking, the SEM method will be a popular research paradigm. The
SEM technique is an innovative approach for empirical research with statistical data. SEM integrates the statistical techniques
of factor analysis, path analysis, correlation analysis and regression analysis to identify, evaluate, modify and validate the
specified model, and estimate the parameters in the model. In a specified SEM model, the causal relationships among the latent
variables are hypothesized and then statistical data, often from survey, are input to test the hypotheses. Using this approach, the
relationships among the independent variables, moderating variables, mediating variables and dependent variables are
validated. The software for SEM includes SPSS, LISREL, AMOS and PLS. Widely used in a number of disciplines, especially
in individual behaviors and organizational behaviors, the SEM approach is sure to be employed by more empirical researchers
in online booking research.
V.

CONCLUSIONS

Online booking is an increasingly important channel for tourism sales. The paper puts forward a new research agenda for
tourist behaviors in online booking based on literature review. From the three stages of online booking, we summarize the
findings in online information search, determinants of online booking and online booking loyalty. Since consumer behaviors
are the basis of marketing, our literature survey provides a systematic view for the tourism marketers. Besides the practical
contribution of the study, we reveal the research gaps and propose the opportunities for future research, including research on
social media and online booking, perceived value in online booking, mobile booking, group buying, and online booking for
train tickets in China. Empirical research methods, particularly the structural equation modeling approach, are recommended
for future research. The results of the paper also shed light on the future research in online travel management.
ACKNOWLEDGMENT

The work was partially supported by grants from the National Natural Science Foundation of China (71131004 &
71201050), the Humanities and Social Sciences Foundation of the Ministry of Education (12YJC630149) and the Hubei
Provincial Department of Education (2011jytq011).
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