Investigation of Perceived Risks in Holiday Purchases From Web-Based Travel Intermediaries According to Demographic Characteristics

Abstract

The main purpose of this research is to determine the risks in holiday purchasing that tourists perceive in the preferences of web-based travel agencies and risk reduction strategies. The research data were collected from domestic tourists residing in Eskisehir who had previously purchased a holiday. A total of 406 questionnaires were considered valid after the face-to-face survey process. The dimensions of risk most strongly perceived by tourists were identified as performance risk, security risk, and financial risk. Tourists who purchased holidays from a travel agency's sales office, as well as females, singles, and those in the age groups of 18-25 and 50 and older, reported higher perceived risks than others. Based on the research findings, recommendations were provided for industry practitioners and researchers.

Citation