Successful factors for a travel web site : perceptions of on-line purchasers in Hong Kong

With the increasing popularity of on-line traveling, many studies have been stating numerous competitive advantages for setting up a travel Web site. However, the number of published articles that scrutinize the view of on-line travel purchasers on the factors for a successful travel Web site appears to be very limited. This research note reports on a study about investigating how on-line travel purchasers in Hong Kong view these successful factors. Empirical evidence from a large-scale omnibus survey indicates that 22.5% of the Hong Kong participants had visited one or more travel Web sites and that 6.54% of these e-travelers were also on-line travel purchasers. In general, e-buyers consider “secure payment methods” and “specifically designed for travelers in Asia Pacific” as the most and least important factors, respectively, for a successful travel Web site.School of Hotel and Tourism Managemen