Investigating the Role of Brand Awareness in Reducing the Perceived Risk Associated to Online Buying of Tourism Services
Investigating the Role of Brand Awareness in Reducing the Perceived Risk Associated to Online Buying of Tourism Services

Summary/Abstract: Online travel shopping has increased significantly over the years and the number of Internet travelers has been rapidly growing, while the traditional travel agencies face greater competition every day from the Internet. Still, although consumers recognize the benefits of the Internet, several perceived risks make them reluctant to online purchases. Nevertheless, these risks can be reduced by aspects among which brand awareness is essential. Therefore, we considered that a study investigating the role of brand awareness in reducing the perceived risk associated to online buying of tourism services is extremely relevant to nowadays literature, the purpose of this paper being to conceptualize and project an appropriate research methodology. The main idea of the proposed methodology is based on an experimental design in which the independent variables consisting in brand awareness and relative price generate several scenarios and experimental groups, the perceived risk being assessed and evaluated through depicting it into five facets: financial, performance, social, privacy/security, technical, and, respectively, overall risk.

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