Abstract
With the emergence of the Indian economy, India has also become a travel destination of choice for international and domestic tourists. The high degree of intangibility in the travel sector requires customization of services to meet the requirements of the customers. The current research studies the attitude of Indian customers towards online travel services. The results suggest that Indian customers are influenced by the service and trust attributes of travel Web sites. Strengthening the services and security aspects of online travel Web sites would encourage customers to visit the sites.
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