Online Travel Purchasing Behaviour Among Tourists: Determinants, Digital Trust, Platform Performance Gaps and Booking Satisfaction in Coimbatore, Tamil Nadu, India

Abstract

The growth of online travel platforms has changed how tourists search, compare and purchase travel-related services. This study examines online travel purchasing behaviour among tourists in Coimbatore, India, with a focused scope covering tour packages, travel tickets, accommodation support, local transportation, visa/passport assistance and related travel services purchased or initiated through digital platforms. The study adopts a descriptive cross-sectional design and uses data from 184 respondents selected through convenience sampling from an estimated population of 350 tourists/customers. The analysis examines determinants of online purchasing behaviour, digital trust, platform performance gaps and booking satisfaction. Descriptive results show high brand/platform familiarity and strong payment-security confidence, but also substantial booking difficulty and poor perceived platform performance. Pearson correlation indicates that age is not significantly related to the importance assigned to secure payment options (r = -0.066, p = 0.376). Simple regression shows that gender does not significantly predict booking satisfaction (R² = 0.021, p = 0.052). Chi-square analysis indicates a significant association between age group and booking satisfaction (χ² = 37.609, df = 16, p = 0.002; Cramer’s V = 0.226), though the result is interpreted cautiously because several expected cell counts are below five. The study concludes that online travel purchasing is shaped by a combination of usability, digital trust, price transparency, peer influence and perceived service quality. The findings highlight the need for mobile-first website development, transparent booking processes, verified reviews, stronger refund/cancellation communication and user-experience improvements for small and medium travel agencies.