Measuring Tourists’ Intention to use Digital Platform in Selecting Travel Products: A Study on Bangladesh

by Md. Abdul Halim

Asian Journal of Economics, Business and Accounting, ISSN: 2456-639X,

Abstract: The different digital platforms assist tourists to share and collect travel information which effects their purchasing and selection patterns. The prime intention of conducting this study was to measure tourists’ preference in using different digital technologies while they make their travel decisions. The study used a quantitative approach to gather data from Bangladeshi travelers through an online questionnaire called Google form. The non-probability convenience sampling method was used to select 246 individuals to conduct this study. The study was destined based on primary and secondary data collection methods. SPSS 26.0 was used to examine the data. The descriptive statistics were used to analyze the demographic features of the respondents, and Multiple Linear Regression and Pearson correlation were also used to support the association between the dependent and independent variables. R=.737 forecasted the variance of preferring digital technologies in selecting travel products with a goodness-of-fit level of roughly 54.3%. The digital platforms assist tourists to share and collect travel information (M=4.26) which affects their purchasing and selection patterns. The last travel plan patterns stated they usually research online (62%), mainly using/on the social media sites (41.10%), for travel information. The study highlighted the importance of these digital platforms among travelers and spotted the gap between the customer requirement and accessible digital sites for reservation and payment. So, viable and accessible payment methods should be implemented, emphasizing Bangladeshi tourists.