Drivers of Customer Convenience in Electronic Tourism Industry

The introduction of the Internet in the early 1990s has changed the way of doing business in the tourism industry dramatically. Tourism firms should satisfy their customers to get better use of e-tourism. It has been approved that convenience is a factor of customer satisfaction. Current research is going to find the most important determinants of convenience in e-tourism. The methodologies used in this research are conducting focus group interviews and distributing the questionnaire. Our respondents were a group of people who has experienced e-tourism at least once before. This research helps the managers of e-tourism firms, by introducing factors which can increase customer convenience. Time efficiency, possibility of purchasing anywhere, convenience of purchasing any time, direct access to information and customer service are the factors which increase customer convenience in e-tourism comparing with the traditional travel agencies. Among these factors convenience of purchasing any time in e-tourism comparing with the limited working hours of traditional travel agencies has satisfied tourists the most.