A study of the consumer buying behaviour of young Maltese adults when booking travel accommodation online

Abstract

Purpose: This study aims to investigate the factors that influence and constitute the consumer buying behaviour of young Maltese adults when booking travel accommodation online. Design/methodology/approach: Young Maltese adults, aged 18 to 30 were specifically targeted throughout this study. Following a review of literature, a questionnaire was developed and distributed online in order to obtain data, entailing a quantitative approach. A sample of 450 respondents was gathered. Data was analysed using IBM SPSS Statistics, and recommendations and implications of findings are presented. Findings: Online sources were the primary sources of information. Indirect channels were preferred when booking accommodation online. Respondents remained loyal to their preferred booking channel throughout the travel-related decision-making process. Price and location were paramount when selecting an accommodation alternative. Disintermediation was evident within the target segment. Research limitations/implications: Although statistical criteria for the sample size were met, the sampling method used may not allow generalisation of results upon the target population, but gives an overview of the buying behaviour of this segment. Further investigation into the motivations, perceptions and factors influencing young Maltese adults when booking accommodation may provide deeper understanding of their decision-making behaviour. Practical implications: Accommodation providers should take advantage of online channels in promoting and selling market offerings. Online accommodation sales channels should promote integrated services including the provision of relevant information, tools for direct comparison, and booking channel. Originality/value: The young Maltese outbound travel market is growing, parallel to the growth of online channels. This study sought to address the lack of data available in relation to this segment’s buying behaviour.