Hong Kong Residents' Perception of Travel Websites

At present, Internet applications have been well adopted in the tourism industry. In terms of online marketing, consumers online purchase intention is always recognized as one of the most popular topics in both academia and industry. This research makes an attempt to investigate the perception of residents in Hong Kong, grouped in experienced and inexperienced travelers, of online and offline perceptions. Empirical findings indicated that both groups of travelers considered price and online payment security were equally important, and website reputation was more important to inexperienced travelers. Respondents did not shop online mainly because online transactions are too complicated and insecure. They preferred face-to-face interactions. Drawing on the findings, recommendation and suggestions to the industry were provided.