Consumer Preferences of Travel Web Content
Yang, Mari (2015)
Yang, Mari
Haaga-Helia ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052610246
https://urn.fi/URN:NBN:fi:amk-2015052610246
Tiivistelmä
The purpose of this Bachelor’s Thesis was to study the web content preferences of users in online travel. The research was done for the commissioning party, TripAhead, a start-up online travel organizer, in order to help get insight into the consumer opinions and preferences. Moreover, the thesis researches which web content features affect the consumer the most into choosing a holiday destination, and essentially purchasing a service or product from a travel website. Additionally, the traveller and their travel habits are combined into the study.
The main concentrations of theoretical framework were mostly on the consumer behavior (online) and the web content of travel websites. The web content was divided into four major categories: visual, informational, practical and social, and these aspects were a major part of the research done. This base knowledge thus helped in creating the research questions for the study.
The research conducted was based on both quantitative and qualitative research in the form of an online survey, done both in English and Finnish. The main focus was on the quantitative research, meaning the results obtained would be in numerical form. The qualitative research was a minor, but important, part of the research to get insight into the respondents’ real opinions and was incorporated into the online survey in the means of an open question.
The final results of the analysis proved that the consumers in question valued visual and informational content by category the most, and the most important content features when deciding upon a holiday were user reviews & comments, informational texts and photos. The results also showed that the USPs of TripAhead are considered important by the consumer, and therefore the website does have a potential of succeeding amongst the tough competition.
The conclusion was drawn up from the results of the analysis, and this was then used to give suggestions to TripAhead, including adding a customer review and comment section onto
their website, having a diverse array of photos from destinations as well as offering a enewsletter of upcoming promotions.
The main concentrations of theoretical framework were mostly on the consumer behavior (online) and the web content of travel websites. The web content was divided into four major categories: visual, informational, practical and social, and these aspects were a major part of the research done. This base knowledge thus helped in creating the research questions for the study.
The research conducted was based on both quantitative and qualitative research in the form of an online survey, done both in English and Finnish. The main focus was on the quantitative research, meaning the results obtained would be in numerical form. The qualitative research was a minor, but important, part of the research to get insight into the respondents’ real opinions and was incorporated into the online survey in the means of an open question.
The final results of the analysis proved that the consumers in question valued visual and informational content by category the most, and the most important content features when deciding upon a holiday were user reviews & comments, informational texts and photos. The results also showed that the USPs of TripAhead are considered important by the consumer, and therefore the website does have a potential of succeeding amongst the tough competition.
The conclusion was drawn up from the results of the analysis, and this was then used to give suggestions to TripAhead, including adding a customer review and comment section onto
their website, having a diverse array of photos from destinations as well as offering a enewsletter of upcoming promotions.