The Tourist's Online Flight Ticket Booking Perception: A Case Study

This report presents a literature review, findings, and analysis of tourist perceptions regarding online flight ticket booking. It examines existing research on the values and trust associated with online air travel, the influence of internet usage, and the intentions of travelers. The study delves into the risks associated with online booking, the impact of mobile applications, and the role of sales promotions. It also explores the dynamics of digital tourism, technological preferences, and the relationship between satisfaction and repurchase. A survey report and thematic analysis are included to provide a comprehensive understanding of the positive and negative perceptions of different groups of people concerning online flight ticket booking, supported by a detailed reference section.

THE POSITIVE AND NEGATIVE PERCEPTIONS BY THE
TOURIST TOWARDS BOOKING FLIGHT TICKETS ONLINE:
A CASE STUDY ON AWARENESS OF BOOKING FLIGHT
TICKETS ONLINE BY THE DIFFERENT GROUPS OF PEOPLE.
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Table of Contents
Literature Review............................................................................................................................3
Findings and analysis.......................................................................................................................9
Survey Report and analysis........................................................................................................10
Thematic Analysis......................................................................................................................19
References......................................................................................................................................23
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Literature Review
This part of the study has focused on reviewing the literary works of the other researchers related
to positive and negative perceptions by the tourist towards booking flight tickets online. For this
purpose, it had considered a total number of 14 journal articles authored by different researchers
for review.
Value and trust in online air travel booking
Considering the objectives of this study, it is required to shed light on the context of existing
values and trusts on the travellers who intend to buy online air tickets for traveling. For this
purpose, it has acknowledged the article of Choi et al. (2019), tried to examine the factors in this
context that influence the buying intention of the online air ticket bookers. In this regard, this
article has shade light on the continuous perceptive outcomes of the customers who prefer to buy
online air tickets through different mobile applications which are designed for travel-related
purposes. With the inclusion of this objective, the authors of this article had continued the
process of survey under primary research consideration with 22 individual for obtaining
information and data related to the intention of the customers while buying online air tickets. In
addition to, this article also had emphasized on developing a conceptual framework to enhance
understanding about the expected confirmation of the customers with an illustration on the
relationships between hedonic value, functional value, trust, and satisfaction. It had also been
followed by the discussions based on the connections between familiarity moderators, travel app
types, travels purposes and technology proficiency. In the argumentative words of Bilgihan and
Bujisic (2015), the lack of recommendations in the context of customersatisfactionhas been
observed as a major loophole in this article.
The facility of internet usages in online travel planning
For the purpose of understanding the perceptions of the travellers who purchase online travel
tickets, this study has considered the article of Kim et al. (2015) to initially shed light on the
emergence of usages of social media and mobile computing. In this context, this article has
helped the present study to develop ideas on travel segmentation process and therefore critically
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analysed the behaviours of the online air ticket bookers based on the general population of the
travellers. Nevertheless, this study has generated overviews on diverse aspects of internet uses
among the people from different generational groups even with the inclusion of the silent
generation, generation X, generation Y, and baby boomers. As per the findings of this article, a
high adoption rate of internet usages have been observed among all the generations, although the
nature of the searches differentiated based on search information, activity planning, and online
booking. The major gap observed in this article is the technological consideration from different
perspectives and the fallacy to recommend the most convincing technological adoption for the
best-suited communication strategies for the online air ticket buyers (Thryambakam, 2016).
Intentions of air travellers to buy online tickets
This part of the study determines the influencing factors for the influences of the Travellers who
intend to purchase online air tickets. As per the article of Amaro and Duarte (2016), the
intentions of the travellers, purchasing online tickets along with the imperially testing model,on
the basis of the consideration of behavioural planning. In this regard, this article had tried to
validate this model with the help of the configuration of a web-based questionnaire applied by
the authors. In addition, about 1730 valid responses from different participants had been obtained
successfully in this article. The findings of this article had shown that the purchasing decision of
the online air tickets usually includesadiverse range of components, such as perceived risk,
perceived, and attitudes of the ticket buyers. As argued by (Chang and Chao, 2018), neither
influence nor the trust is there to directly influence the intention of the online air ticket bookers.
Eventually, this article had discussed the necessity of implementing theoretical approaches as
well as the practices required for future research.
Perception of online air ticket risks among young travellers
This present study also aims toidentify the associated with the online ticket booking for the
travellers in order to determine the safety within the online purchasing behaviours. The
consideration of the article by Koo et al. (2015) has helped this study to obtain useful
information about the safety measures considered by the online app creators in regards to the
determination of the safety of the online air ticket bookers. In addition to it, this article also had
attempted to examine an extensive range of safety information that largely influences the
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purchasing behaviour of the travellers. This article also had found that price, population, and
safety are the three major determinants of online air ticket purchasing behaviour, especially for
the young adult customer from college. On the contrary,Khanet al. (2017) said that these people
always prioritize the assessment of safety risk measurement over the price and population, which
is the reason they always prefer going through the risk related information through the blogs of
other travellers and online air travellers.
Examining determinants of individual intention towards mobile app air ticket booking
The acknowledgment and uses of mobile applications have become phenomena for the online air
ticket bookers in the last few years. For the purpose of critically analysing this behaviour and the
emerging context of the mobile app uses for air ticket booking, this study has considered the
article of Suki and Suki (2017) to understand the intensity of the market competition in the
mobile app industry. This article had found that most of the airline company enriching their
business proposition and competitive advantage strategies inclusion of mobile app usages and
encouragement for the travellers. It has been becoming extensively popular among young adult
travellers. Considering this, this article had aimed at acknowledging structural equation
modelling or SEM for the purpose of analysing data obtained from the individuals. The
perceived usefulness along with the competencies of the mobile apps to engage the young adult
people has been critically elaborated in this article. In this context, it also had recommended the
air travel companies to incorporate this marketing strategy to promote an easy and handy method
of air ticket booking among the generation of young people (Luet al. 2015). In addition to it, it
also had emphasized on developing an attractive and interactive feature for the customer by the
travel company in order to engage in with more potential.
Influence of sales promotion in determining online air ticket booking
The purpose of this part of the study is to identify different types of online promotional activities
and incentives. The consideration of the article of Crespo-Almendros and Del Barrio-García
(2016) has helped this study to gain an extensive range of information in regards to this. In this
context, it had found varied components including comfort, price discount, luggage carrier
facility and the free allowance of weight, and the travelling duration. Besides being distinct
towards successful approaches of internet usage by the airlines, this article also had considered
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the univariate general linear model for the purpose of obtaining data experimental designs. This
method indicated this article to acknowledge three major levels that include non-monetary
utilitarian online sales promotion, monetary online sales promotion, and non-monetary hedonic
online sales promotion. However, the major gap observed in this article was the lack of
information about discount facilities and encouragement possibilities for novice internet users
(Liet al. 2017).
Dynamics of digital tourism among the consumers
the consideration of the article of Ruiz-Gómez et al. (2015) has extensively helped this study to
examine a broader aspect of the emergence of usages of digital skills by the e-citizens.in this
regard, this article also had shared light on the behavioural approaches of the tourists who prefer
online air ticket booking just like the other booking facilities that they do online. With the prior
consideration of this context, the author of this article had acknowledged the digital behaviour of
the people from European Union, who have developed their trust in digital tourism beyond any
sort of geographical differences. In this regard, they also have found the most influential factors
aligned with the e-tourism activities, for which the tourists are encouraged to purchase tourism as
well as air tickets online even before 12 months of the journey. In this context, the article also
had compared the behaviours in the areas of more developed and less developed European
territories in order to identify the division in the digital usages (Camilleri, 2018). Therefore, the
outcome of this article indicated at the divergent behaviourism patterns in the digital ticketing
process especially for the people in Europe who prefer to purchase online air tickets.
Technological preferences of air travellers
In the article by Wang et al. (2017) the increasing use of Technology along with the service
benefits and deliverables has been discussed critically. In addition to it, this article also had shed
light on presenting the challenges existed within the businesses of airlines that prefer web-based
supports in ticketing services to the customers. In this context, the specific issue of Technology
enabled services Tess have been discussed critically. In line with this, this article also
investigated the outcomes of Technology readiness on travellers with the perceived information
about diverse issues related to Technology enabled services of them. Furthermore, this article
also had found three fundamental categories in this context of Technology enabled services,
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which include establishing Technology, network access Technology, and new technology. On
the other hand, the Technology readiness had been discussed with two dimensions including
optimism and innovativeness with the significant association of the benefits of Technology
enabled services. Kurtulmuşoğluet al. (2016) contradicted this article with the notion related to
low-cost carriers, which usually found massive difficulties in ensuring such technological
incorporations. However, this article clearly stated the importance of diversified customers by
emphasizing on the technology in the construct.
Concerns between satisfaction and repurchase of airline e-ticket
The next article considered for this study is authored by Liang and Shiau (2018), which had
intended to analyse the outcomes of rapid growth observed in the E-Commerce facilities
ontheinternet. As per this article, the emerging behaviours of purchasing online air tickets from
the airlines are mostly generated from the existing behaviour of the customers through E-
commerce websites. In this regard, it had found that most of the commercial Airlines use E-
commerce websites as the tools of their promotional activities along with their efforts on cross-
promotional activities through different e-commerce networks. However, this article had found a
major loophole in the concern of customer repurchase intention and the possible risks in it. Thus,
this article for weather forecast investigating the moderating effects related to subjective norms
and privacy associated with the airline e-ticket purchases. Eventually, it had recommended the
most convenient avenues of success by ensuring customer satisfaction from the ends of the
airline companies in order to encourage them to purchase air tickets online with all the
moderating effect and discarding release events. As per the argument of Maupin et al. (2017),
this article failed to recommend needful efforts to minimize any every possible risk during the
purchase, repurchase or refund.
The range of choices provided in online e-ticketing by airlines
This study also needed to seek information about the consistent benefits and achievements
gained in the process of online purchasing of air ticket for both the customers and the airline's
company. The article of Mahrous and Hassan (2017) had focused on analysing the
interconnectedness of the experience of the customers on the basis of multi-channel behaviours.
To be specific, this article had intended to identify the socio-demographic and psychographic
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factors aligned with the different segments of the multichannel customers. In this context, three
fundamental segments have been found associated with their consumer that include multichannel
searchers, multichannel shoppers, and store-prone shoppers. This consideration had been
developed by obtaining data from 315 customers from different tourism sectors across the world
that prefer to purchase online air tickets. The findings of this article, the range of choices
provided to the online air ticket bookers include different psychographic variables, such as
convenient seeking, customer innovativeness, and shopping enjoyment, internal experience,
perceived risk, channel experience and travel frequency (Díaz and Martín-Consuegra, 2016). On
the other hand, the demographic variable range includes the age and the income of the travellers.
Certain in sites had been found missing at the conclusion of this present article, which should
have been there relating to the betterment of customer experiences.
Perception of regular airline passengers on the online ticketing service facility
The purpose of this part of the study is to identify the fundamental themes shared by airline
Travellers through online reviews in order to enhance understanding of the perceptions of regular
airline travellers. In addition to it, this study also intends to identify the theme that is more
closely linked to money ratings of value for the money. In the article byBrochadoet al. (2019),
the method of mixed content analysis had been considered with the inclusion of both quantitative
and qualitative analysis. The reason behind selecting this method is to examine about 1200
reviews of six airline companies, which are most commonly shared in the review panels
including the social media platforms. This analysis let this article to gain findings related to nine
themes based on the descriptions related to airline travel experiences. In this regard, the most
commonly discussed factors by the regular airline travellers included flights, crew and ground
staff, airport operation, seat, ticket classes, in-flight services, entertainment, post-purchase
recommendations, and overall experience of the airline services. This article can only be argued
on the basis of the fallacy of it related to the knowledge deficiency regarding psychographic key
points of the customers along with the decision making determinant associated to it (Jeeradistet
al. 2016).
Price benefits for customers in online air ticketing
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Benefits in price structure are considered as one of the major reasons that encourage travellers to
develop preferences towards purchasing online air tickets. For this purpose, this study was
intended to gain knowledge about this issue by acknowledging the article of Jeng, S.P., and Lo
(2019), which critically discussed the technological concern related to lowest price guarantees or
LPG. This article had found that this benefit is commonly offered by most of the airlines as well
as the third party online air ticket sellers. In this regard, this article had emphasized examining
the commonly observed outcomes from to lowest price guarantee strategy of the companies that
include the death of refund and conditions of refund in relation with consumer perceptions as
well as purchase intention. Furthermore, this article also had conducted factorial design with the
sample size of 282 adults and therefore considered structural equation modelling to critically
analyse the purchase intention of the consumers. As per the outcome of this analysis, refund
depth had been found increasing the ability of customer purchase intention by focusing on the
enhancement of perceptions related to the believability as well as the value of lowest price
guarantee strategy (Biggest al. 2018).
Price transparency and variability in online air ticket purchasing
The objective of this part of the study is to enhance understanding about price transparency and
variability along with the influences on the benefits of the airlines and Influences on the
decision-making capabilities of the consumers. The article by Hanna et al. (2018) had found that
the emergence of usages of the internet has widely empowered the purchasing abilities of the
customers in the GlobalContext. In addition to it, this article also had critically measured the
availability of pricing transparency along with the comparative information about the discount
provided by different airline companies. The reduction of consumer search had also been
reported in this article, which was caused due to the transparency deliverables by the airline
companies, which enables the consumers not to worry about the prices or browse any other sites
except then the company they are selecting for their journey. However, this article had remained
stick to only one form of pricing approach variability and could not develop an understanding
about any other pricing approach that influences consumer decision-making benefits for the
airline companies (Grizzard et al. 2017).
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Findings and Analysis
Survey Report and Analysis
1. Are you aware of Internet Access?
Responses Total respondents Total response Percentage of
response
Yes 85 32 37.64
NO 85 53 62.36
Table 1: Question 1
(Source: Created by the researcher)
AWARE OF INTERNET
YES
NO
Figure1: Question 1
(Source: Created by the researcher)
It is been found that most of the people are not aware of internet access and the
corresponding facilities. Nearby, 37.64 % people have awareness regarding internet access while
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the remaining percentages of 62.36 % of people are not much aware about the internet access
and the corresponding facilities that are being enjoyed due to the presence of it.
2. Are you aware of the electronic ticketing system or e-tickets?
Responses Total Respondents Percentage of response
Yes 85 35.3
NO 85 64.7
Table 2: Question 2
(Source: Created by the researcher)
35%
65%
Percentage of response
Yes
NO
Figure2: Question 2
(Source: Created by the researcher)
From the results of the survey it is been found that about 35.3% of the people have
knowledge about the online ticket booking system through the electronic medium while the
remaining of 64.7 % of the population sample are not aware of the electronic ticket booking
system.
3. Are our online flight ticket bookings safe?
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Responses Total respondents Total response Percentage of
response
Agree 85 20 26.6
Disagree 85 20 26.6
Strongly agree 85 10 13.4
Strongly disagree 85 10 13.4
Neutral 85 15 20
Table 3: Question 3
(Source: Created by the researcher)
Figure 3: Question 3
(Source: Created by the researcher)
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