The Evaluation of Online Travel E-commerce on Customer Perceptions in China: A Case Study of CTRIP Company

This paper examines the development trend of online travel in China by using a case study method ─ CTRIP Company, to illustrate and analyse the application of E-commerce in tourism and travel setting. Additionally, it utilizes questionnaire to collect primary data. The results show high-educated people are the leading online travel customers. There are a rising number of on-line travelers and most of them are self-guide traveler. Otherwise, customers who are over 45-year-old and travel for business prefer choosing travel agencies for their itinerary. On the other hand, the data displays that security and price are the top two significant factors with which on-line travelers are concerned. Finally, it will propose several recommendations to improve E-tourism development level in China.