Focus Group Technique to Study Customer Attitude Towards Online Travel Services in India

The development of Internet as a service delivery medium has gained ascendancy in recent years. In developing economies, where Internet usage is restricted to an elite few, the potential for e-service delivery channels is being recognized immensely. Online travel services are being accepted as a substitute for travel agents and brick-and-mortar formats. The research explores the attitude and perceptions of Indian customers towards online travel firms. The authors used Focus Group technique, as online travel is still in the embryonic stages and people are aware of its existence but are not familiar with its services. The authors intended to study their feelings and expectations about online travel. This flexibility was possible only through qualitative research technique. The authors considered using the focus-group technique as it is an appropriate technique for generating new ideas within a social context. Financial security of the transactions emerged as one of the strongest determinants of more prolific online behavior with regard to travel.