Obstacles to Implementation of Online Booking in Saudi Travel Agencies

Abstract

This paper examines current experience of online booking technology within travel agencies. A qualitative exploratory approach to research is adopted with a focus examining Saudi travel agent utilization and experience of booking systems and their attitudes and propensity to adopt online booking processes. Also it focuses on the travel agent perspective and identifies barriers to implementation of online booking technology. Fourteen semi-structured interviews were conducted with managers and staff at selected travel agencies in Saudi Arabia. A technology acceptance model (TAM) was applied and developed to address the online booking and purchase in travel services and to explain the factors influencing user acceptance of online booking and purchase in travel services. Findings showed that customer culture, lack of customer trust and security, e-payment process, lack of government support, internet services connections, Understanding of services and its benefits have efficiency considerable influences on the perceived usefulness and perceived ease of use of online booking/purchasing acceptance.

Keywords: online booking technology; travel agencies in Saudi Arabia; attitudes; customer trust; security; customer culture