THE DECISION MAKING OF BUSINESS TRAVELLERS IN SELECTING ONLINE TRAVEL PORTALS FOR TRAVEL BOOKING: AN EMPIRICAL STUDY OF DELHI NATIONAL CAPITAL REGION, INDIA

The purpose of this paper is to understand the decision making pattern of the Business Travellers in Delhi National Capital Region in India while booking their trips through Online Travel Portals. The study revolves around purchase decision pattern of Business Travellers by investigating their travel decision making style in selecting online travel portals for their trip booking. The authors have adopted the quantitative methodology to achieve the objective of the study. The study is confined purely to the Business Travellers who book their travel through online travel portals. The data was collected through a structured questionnaire. 300 Business Travellers were interviewed at the departure lounge of Indira Gandhi International Airport, New Delhi, India out of which 150 questionnaires were incomplete in many respects and could not be used and only 150 questionnaires were usable resulting in the response rate of 50%. The Analytical Hierarchy process method was adopted to analyze the relative weights assigned by Business Travellers. The present study identifies through literature review the nine fundamental values of internet purchase i.e. product quality, cost, time to receive the product, convenience, time spent, confidentiality, shopping enjoyment, security and environmental impact. The research findings indicate that business travellers value confidentiality, security and product quality the most while choosing the Online Travel Portal to book their trip. The study is primarily centered on the consumer typology approach to study the decision making patterns of business travellers whereas there are other variables such as lifestyle, personality, attitude which can also be investigated. The study is only restricted to Business Travellers decision making pattern pertaining to their travel booking whereas a study can also be undertaken on leisure travellers decision making pattern. The study is restricted to only Delhi National Capital Region. More studies can be carried out in other geographical areas. The findings of the study indicate that Business Travel is one of the emerging travel segments both in terms of numbers and revenue generation and to meet the changing needs of the business travellers the Online Travel Portals need to develop innovative and effective marketing strategies and tools. India is one of the fastest growing economies and has registered its presence in the global scenario. Business Travel segment is still unexplored. The study was