| Summary: | This research project aims to understand the general development of independent dynamic packaged holidays arranged and booked through the Internet (Internet-assisted independent travel (IAIT)) as well as understand the issues of consumer (tourist) motivation and decision making factors behind their preference of the IAIT.
The work is based on both secondary and primary research; collect and analyse both quantitative and qualitative data, in order to obtain an insight into Internet-assisted independent travel (IAIT), especially from the tourist's perspective, to explore and understand their motives, decision making factors, attitudes, perceptions and evaluations.
The results reveal that IAIT is now becoming a mainstream travel type rather than a niche. Most respondents have experienced IAIT in the past 3 years. They are attracted by IAIT's traits such as: flexibility, enhanced information control, convenience, abundant information searching. The respondents' overall perceptions and attitudes toward IAIT are relatively positive. They believe that IAIT will be a trend in the future.
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