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The implications of college students' online travel information seeking behaviour: a case study of why they use Ctrip OTA website in China

Author

Listed:
  • Ai Xu
  • Junsheng Kuang
  • Zongqing Zhou

Abstract

College students are becoming important consumers of online travel products and services. Consequently, it is important to try to understand their online travel information seeking behaviour. This paper reports a study in which a survey was conducted among college students from several Chinese universities. Data were collected using an online survey tool and posted on social media websites. A total of 206 valid responses were obtained. The descriptive statistics and the results from stepwise regression analysis show that social group influence, website information quality, website back-end support capacity, website security, and monthly living expenses are positively correlated to the students' use of the Ctrip website. Interestingly, this study shows no significant relationship between website usability and the use of the Ctrip website. This study's findings are important for tourism businesses seeking to improve their website design, marketing strategies, and online services.

Suggested Citation

  • Ai Xu & Junsheng Kuang & Zongqing Zhou, 2021. "The implications of college students' online travel information seeking behaviour: a case study of why they use Ctrip OTA website in China," International Journal of Networking and Virtual Organisations, Inderscience Enterprises Ltd, vol. 24(4), pages 374-386.
    • Handle: RePEc:ids:ijnvor:v:24:y:2021:i:4:p:374-386
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