Consumer Behavior in E-tourism Services: a Case of Taiwan

The purpose – The prompt and efficient changes in technology during the past few decades have affected tourism industry. With new emerging technologies (internet) the method of doing business has changed; which makes it a very important factor to understand the consumer behavior and perception in order to recognize, captivate, and retain the customers in the internet based travelling industry. This paper examines the determinants which influence the consumer behavior of the potential customers to use e-tourism services and to show their interrelationship in the perspective of Taiwan. Design/Methodology – Empirical research is been used to determine the findings of this research. A questionnaire was designed based on the past studies related to the variables of the study. The questionnaire consisted of four sections each consisting of four to five statements. The demographic section was also included. A total of 402 completed questionnaires were taken into consideration. Findings – The result of this study shows that determinants considered in this study; generation of stimulus, information search and service quality have a major impact over the loyalty of the consumer which determines the consumer behavior towards the e-tourism services for travel planning purposes. Originality of the research – This is the first kind of research done over consumer behavior of youth specifically in e-tourism industry in Taiwan’s perspective and secondly as the data is collected directly from Taiwan’s youth and is empirically evaluated so we believe its results will help the organizations for making the e-tourism industry more consumer oriented in case of Taiwan.