Examining the Effects of Online Travel Shopping on the Distribution of Travel Product Information

Following the COVID-19 pandemic, international travel has experienced a gradual recovery in 2023, largely fueled by tourism and leisure pursuits in Taiwan. This transition has resulted in a growing trend among consumers to favor online platforms for acquiring travel products, distancing themselves from conventional travel agencies. This study examines the motivations driving online travel purchases, providing online tourism operators with insights to effectively segment the market according to purchase participation levels and demographic variables, thereby facilitating the creation of targeted marketing strategies. Data was gathered via online questionnaires, resulting in 736 responses. The findings demonstrate that online travel platforms provide a diverse array of convenient services; however, there are critical areas that require enhancement, especially concerning transaction security and price competitiveness. The research indicates that online travel platforms ought to focus on establishing strong data security protocols, expanding their range of services, and improving service quality to build increased consumer trust and satisfaction. By aligning their strategies with changing consumer preferences, these platforms can more effectively address security concerns and fulfill the needs of a wider audience in the competitive online travel market.