An Analysis of Consumer Preference towards Online Travel Portal

Abstract

The fastness in internet and receiving information in single way without much expense has caused some major changes in the travel industry. Still, consumer usage in the traditional ways of buying through travel agents, tour operators, hotels etc is existing and but changing rapidly for the past few years. These changes are primary being facilitated by Internet travel market places (makemytrip.com, yatra.com etc.) that claim to provide an easier, less expensive alternative to traditional methods of ticket procurement without sacrificing service quality. If travel marketplaces are to be successful then they need to understand their customers and what the motivations behind their actions are, when it comes to shopping for discount travel. This paper aims to discuss about use of online portals and the preference of consumers towards online travel portal in Bangalore city. Further, this study also includes influence of key variables such as Price, Package, Service and ease of access on usage of online portals.