Looking Does not Automatically Lead to Booking: Analysis of Clickstreams on a Chinese Travel Agency Website
作者： Jun Shao , Ulrike Gretzel
DOI: 10.1007/978-3-211-99407-8_17
关键词:
摘要: Chinese small and medium travel agencies are increasingly focusing on online business, understanding the transactional patterns of their Website visitors is very important to them. Clickstream sequence analysis can provide needed insights into booking processes. This study applied an adaptable algorithm explore how agency book hotel products. The findings reveal that a high percentage abandonment occurs after searching for room before submitting final order confirmation. Recommendations proposed identified key events in process.
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