Abstract
This paper empirically investigates the perceived importance of the website service attributes in travel agencies, and segments the website service market in Taiwan based on these. The results from a factor analysis indicate that transaction service, travel information service, promotional information service, interactive service, and membership service are the crucial service factors of websites in travel agencies. Through a cluster analysis, three segments of the website service market in travel agencies-namely, travel and promotional information services preferred group, membership service preferred group, and transaction service preferred group - are identified. Practical implications for the marketing strategies of website services in travel agencies are discussed, and directions for future research are also presented.
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