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Information and Communication Technologies in Tourism 2010 pp 197–208Cite as

Looking Does not Automatically Lead to Booking: Analysis of Clickstreams on a Chinese Travel Agency Website

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Abstract

Chinese small and medium travel agencies are increasingly focusing on online business, and understanding the transactional patterns of their Website visitors is very important to them. Clickstream sequence analysis can provide the needed insights into booking processes. This study applied an adaptable algorithm to explore how Chinese online travel agency visitors book hotel products. The findings reveal that a high percentage of abandonment occurs after searching for a hotel room and before submitting the final order confirmation. Recommendations are proposed for identified key events in the online hotel booking process.

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Author information

Authors and Affiliations

  1. Center for Recreation and Tourism Research, Peking University, China

    Jun Shao

  2. Laboratory for Intelligent Systems in Tourism, Texas A&M University, USA & University of Wollongong, Australia

    Ulrike Gretzel

Authors
  1. Jun Shao
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  2. Ulrike Gretzel
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Editor information

Editors and Affiliations

  1. Laboratory for Intelligent Systems in Tourism, Texas A&M University, Texas, USA

    Ulrike Gretzel

  2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hong Kong

    Rob Law

  3. European Tourism Research Inst. (ETOUR), Mid Sweden University, Sweden

    Matthias Fuchs

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Shao, J., Gretzel, U. (2010). Looking Does not Automatically Lead to Booking: Analysis of Clickstreams on a Chinese Travel Agency Website. In: Gretzel, U., Law, R., Fuchs, M. (eds) Information and Communication Technologies in Tourism 2010. Springer, Vienna. https://doi.org/10.1007/978-3-211-99407-8_17

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