A research on the perceived risks and risk reduction strategies for holiday purchases from web-based travel agencies

The main purpose of this research is to determine the risks in holiday purchasing that tourists perceive in the preferences of web-based travel agencies and risk reduction strategies. In accordance with this aim, the data of the research were obtained from domestic tourists who residing in Eskisehir and previously purchased holiday. A face-to-face questionnaire has been applied to 420 people who were selected with convenience sampling method and 406 of the questionnaires were accepted as valid. The data were analyzed using the SPSS statistical program. According to the results of the analysis, the higher perceived risk dimensions by tourists on web-based travel agencies were determined as performance risk, security risk and financial risk respectively. The most important characteristics of web-based travel agencies in reducing perceived risks were identified as "comprehensive destination/hotel information", "privacy policies for the protection of personal data", and " the ability to search information quickly ". The less important characteristics of web-based travel agencies for tourists were found "it should be designed especially for domestic tourists", "website presentation style should be appropriate" and "related virtual links should be provided". The tourists who purchase a holiday from a sales office of travel agency, have a low level of internet use, females, singles, in the age group of 18-25 and 50 and over, traveling with children, his wife and children, and his parents higher perceived risk than others. Based on the results of the research, suggestions were made to practitioners in the sector and researchers.