Faculty of Economic and Management Sciences
School of Management Sciences
Department of Tourism Management
Selected Highlights from Research Findings
It is widely accepted that the distribution of airline information and reservations via their own website is most cost-effective for airlines. As a result airlines are attempting to migrate consumers from traditional channels such as travel agents, to their own websites as quickly as possible.
The aim of this research project entitled: “The effect of Internet apprehension and website satisfaction on air travellers’ adoption and use of an airline website” was to determine the relationship between consumers’ level of use and satisfaction with the airline website, as well as the effect of Internet apprehension may have on the adoption of the website.
The population used were loyalty members of a particular airline. It was determined that, within the context of the study, Internet apprehension could be measured along three dimensions: General Internet Use, General Internet Purchase and Travel Internet Purchase. Website satisfaction could be measured along four dimensions: Ease and Quality of Use, Appearance, Perceived Value and Access.
The research showed that both Internet apprehension and website satisfaction are determinants of website adoption and its level of use. The research also found that both Internet apprehension, website satisfaction and level of use are significantly related to certain demographic characteristics of the population.
Recommendations made, based on some of the findings, included the following:
· To increase adoption and level of use of their websites, airline management needs to address the issue of Internet apprehension. It was interesting to note that respondents were less apprehensive when making travel purchases online than other purchases although privacy and safety concerns were apparent.
· Potential travellers who sometimes, but not always use travel agents provide management with an ideal opportunity to quicken adoption because this group is in the process of evaluating the various booking channels.
· Some travellers who had never used the airline website, but held the perception that the website was unsatisfactory suggested one of two things – that their perception is based on “second-hand information” relating to the appearance and/or perceived value of the website or that they simply assumed they would not be satisfied with the website. In both these cases airline management should formulate strategies for adoption based on creating awareness of the ease and utility of the website and the benefits inherent in going online.
· The group that requires the most attention are those who have used the website sometimes and found it less than satisfactory in terms of perceived value. The nature of the airline product and it’s flexible pricing structure, allow airlines to establish value far more quickly than is the case with many other products.
Prof BA Lubbe
Tourism Management
+27 (0) 12 420 4102
berendien.lubbe@up.ac.za
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