Internet marketing: The perception of travel agencies in Taipei, Taiwan

It has been a vital challenge for the travel industry to understand how advanced computer technology and the Internet can be employed in creating profoundly marketing distribution in the businesses. This study evaluates the perception tendency of travel agencies on marketing travel products through the Internet. Questionnaire investigation and multivariate statistic methods were applied in conducting and analyzing this research. The major findings suggest that the security developed, technology needed, and cost‐effective concerns are the major factors to be worked out in order to build up the confidence of travel agencies in using the Internet as an effective marketing tool. It has been confirmed that the Internet serves as date sources and means of transaction. Based on the factor analysis of the sampling, the perception of each of the five different categorized groups on what should be provided as appropriate information and innovative services for effective Internet marketing has been creatively founded. To have an overall and more consistent picture of this topic, a survey of the perception of consumers on Internet marketing is thereby recommended.