CHAPTER I CHAPTER I INTRODUCTION
CHAPTER 5 DISCUSSION
5.4 Users' Perception on Factors Influencing Upon Flexible Traveling Behavior Investigation of Users' Perception on factors influencing upon Users Flexible
Traveling Behavior was also an important research questions. Results of this study as shown in Chapter 4, Section 4.4.1 indicated that users traveling behavior is molded by a number of important personality relevant determinants, both internal and external in characteristics. The findings was supported by other studies mentioning that flexibility is undeterminable without accounting for traveler's flexible traveling behavior in the case of Online Airline Reservation Systems [62].
The responses received through online discussion forums as shown in Chapter 4, Section 4.4.1 identified some very basic key elements that instigate flexibility in a travelers' traveling behavior, especially if he or she is traveling on a non-rigid schedule. For instance, a promotional package offered by a particular airline makes it a lucrative option for travelers who are ready to travel at any alternatively allocated itinerary. Similarly, if an airline does not offer services and comfort to its customers, they are likely to become inflexible for opting to fly with it, even if it offers lower fares. Likewise, travelers flying purpose and flying frequency determines the extent to which he/she is ready to become a flexible traveler. External influences of travelers' family and friends also play an important role in shaping up their flexible traveling behavior. As for the factors that influence upon perception of a flexible online reservation system, our analysis showed that a reservation system is perceived as being flexible if it offers easiness to users in terms of making reservations with minimal skills required, is not complicated in terms of operation and offers multiple features and options to users.
The responses received through in-depth interviews as shown in Chapter 4, Section 4.4.1 instigated t1exibility in a travelers' behavior, factors such as airlines repute and travelers status consciousness contribute towards their t1exible traveling behavior. Interestingly, customer loyalty, traveling mileage and patriotism also came into the limelight with our in-depth interviews with travelers. This indicates, if a traveler has a customer loyalty or earned traveling mileage from a particular airline it will int1uence upon his/her t1exible traveling behavior, as well as, how patriotically associated the traveler feels with his/her country's airline. Finally, travelers who wish to live an eco-friendly life supported the idea of the green environment and they were of the view that if an airline supports eco-friendly policies, with lesser carbon emissions and lesser fuel consumption, it will int1uence upon their t1exible traveling behavior as well as t1ying priorities. Likewise, it was revealed that travelers t1exible traveling is also dependent upon their interest taking in recreational and leisure activities. Respondents who indicated that they were frequent t1yers attributed t1exible traveling behavior directly to their interest in recreational and leisure activities. Some travelers also highlighted that t1exible traveling behavior of a single person or an individual is different from the one who is traveling with his/her family. As families with children would prefer to travel mostly during the school breaks or holiday sessions, therefore, their t1exible traveling behavior will be accordingly int1uenced by this factor. Travelers during discussion also pointed out the high int1uence of travelers' occupation on his t1exible traveling behavior, as travelers who are associated or are in a job that gives them high work load, lesser breaks and requires more on-job working and lesser mobility, would be less t1exible in their traveling behavior. As for the factors that int1uence upon perception of a t1exible online reservation system, our analysis showed that factors such as simplicity and easiness were again important determinants. From our in-depth interviews, it was found out that a t1exible reservation system is considered to the one that can provide alternative dates for t1ying to the traveler and at the same time offers self-adjustment functionality, such as cancellation and changes, in the itinerary of the traveler. Some travelers, who were non-native English speakers, pointed that a system would be t1exible to them if it supports multi-languages.
Finally, focus group participants had better and deeper understanding of travelers' flexible behavior as well as that of reservation system. In-depth interview results as shown in Chapter 4, Section 4.4.1 with focus groups on factors influencing users' flexible traveling behavior were very much the same as the one discussed earlier.
However, additional factors that came into the scene included discounted airfares versus normal airfares and time frame, peak versus off travel season, chosen to fly also substantially influences upon flexible traveling behavior. Focus group provided a more critical feedback on factors influencing upon perceived flexibility of an online airline reservation system and we were able to extract a number of important additional factors in our analysis.
The data collected from three different sources depicted a similarity pattern, especially in case of data collected from online travel forums and in-depth interviews.
Data analysis provided a more detailed perspective of travelers' flexible behavior by incorporating socio-economic factors and societal influences. After giving much thought process to results as shown in Chapter 4, Section 4.4.1 following 6 themes emerged under factors influencing upon Flexible Traveling Behavior and 3 themes emerged under factors influencing upon perceived flexibility of a reservation system.
Theme I: Travelers' Flexible Behavior is molded by their Traveling Consciousness -Consciousness is a subjective experience of awareness. In context of flexible traveling behavior, our study showed that travelers have a certain form consciOusness or awareness about their traveling behavior. This resulted in the emergence of first theme.
"I look.for great deals through promotional schemes" (ID P 2)
"Why I wouldn't travel with an airline that provides heavy discounts? I look for discounts all the time" (ID P6)
"I make cognizant traveling decisions. Do all background workfirst and then make a decision to purchase a ticket or not" (OTF PI 1)
"Airlines hefty discounts through their travel mileage schemes are very attractive and can make me to travel any time during the year" (FG P7)
Theme 2: Travelers' Flexible Behavior is molded by their Belief that they