Clustering E-Satisfaction Factors in Tourism Industry

The emergence of the Internet has led to the rapid growth of e-commerce which has had an effect on the nature of different businesses. Tourism industry is not exempted from that. Despite the growing body of literature dealing with tourism industry and online consumer behavior, few researches have been done on satisfaction in e-tourism. This research is going to fill this gap by clustering items that affect customer satisfaction in online tourism which results in investigating main factors which are the determinants of e-satisfaction. In the next step it has been shown that customers' satisfaction will make customers recommend tourism product to the others. This research has collected the data among a group of European people who has experienced e-tourism at least once before. The result helps managers of tourism firms by introducing them the factors namely Convenience, Product offered, Offered information, Web site design which can affect the satisfaction of their customers.