Online searching and purchasing of travel accommodation : a study among University students

Abstract

With the rapid improvements in technology, today’s businesses need to integrate digital media in their day-to-day operations. The Internet is one of the main platforms for searching and purchasing of online products, including travel accommodation. Therefore, a quantitative methodology integrated valid and reliable measures from Ajzen’s Theory of Planned Behaviour, to explore the users’ attitudes and behavioural intentions when booking their travel accommodation, online. The researcher disseminated a web-based questionnaire among the student population at the University of Malta. A sample of 170 respondents suggested that they were using the Internet, to search and purchase online travel products. Findings reported that there is a positive relationship between the online users’ search of information and their purchase intention. This study has validated the theory of planned behaviour as the results reported significant and positive links between the set hypotheses. In conclusion, the researcher puts forward her implications of the findings for both academia and practitioners. She has also discussed about possible limitations and suggested future recommendations for further research in this promising area of study.