Journal of Tourism & Hospitality
Open Access

Abstract

Do Switching Barriers Exist in the Online Travel Agencies?

Leo Huang, William Chang and Chia Wen Chen

The fast development of e-commerce has provoked cutthroat competition between tour wholesalers and retailers. This study explores and empirically examines the correlations among retailers’ e-transaction satisfaction, interpersonal relationships, switching barriers, and repurchase intentions under the burgeoning e-commerce of Taiwan’s travel agencies. To achieve the objectives of this study, we adopt a Delphi research design. This research is quite innovative in that no related studies in the literature have analyzed nor tried to explore these linking factors for travel agency e-commerce. We also propose an optimal B2B transaction model that matches the essential development needs of B2B commerce transactions.