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A Netnographic and Regression Approach to Study Customer Skepticism towards Online Travel Companies

Vol 7 , Issue 1 , January - June 2020 | Pages: 1-14 | Research Paper  

 
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https://doi.org/10.17492/manthan.v7i1.195411


Author Details ( * ) denotes Corresponding author

1. * Apoorva Kumar, Guest Faculty, HPUBS, Himachal Pradesh University, Shimla, Himachal Pradesh, India (apoorvakrseth@gmail.com)
2. Pawan Garga, Director, HPUBS, Himachal Pradesh University, Shimla, Himachal Pradesh, India (pkgarga@yahoo.co.in)

The enthusiasm for travel has been growing at an extraordinary rate. Web consumers get affected by different aspects which influence their willingness to return to a website in future. The doubts or the disbelief developed in the minds of consumers are more powerful as they no longer hesitate to bring this to the forefront and use social media to influence others. Therefore, it is very important for the online travel service providers to find and understand those factors which influence customer skepticism. The Netnography strategy was used to study numerous societies and networks that are developing through online correspondences. The focal point of the current study was on consumer surveys. Further linear regression analysis was used for the analysis of data. The outcomes of this study proposes ramifications for tourism administration, advertising and brand directors to increase their consumer base and avoid switching.

Keywords

Customer scepticism; Online travel; Netnography; Linear regression.

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