ELECTRONIC SATISFACTION IN TOURISM INDUSTRY: A CASE STUDY OF J&K STATE

Technology had a great impact on different industries and of them is Tourism. Several firms have offered their tourism services on-line and claim that they offer better services comparing with the traditional travel agencies, but what is important is the perception of their customers. In this research different determinants of tourists satisfaction in on-line tourism was investigated. The study identifies the effectiveness of e-tourism over Traditional Travel Agenies in delivering satisfaction to tourists visiting the State of Jammu & Kasmir. E-Satisfaction model given by Szymansky and Hise (2000) is used to determine satisfaction level among tourists visiting J&K for second time. SPSS 14 and Factor analysis method was used to analyse the data. Factor analysis extracted four factors. Impact factor is more for “Convenience, Product / Service Mix Offerings & Security”, followed by “Site Design” and “Product Information & Dispense of related Information”. Least is for fourth factor i.e. “Customer service & Completeness of information”. Findings resulted in drawing conclusion that factors specified in e-satisfaction model impacts e-satisfaction level of the tourists but in different proportionate