Academic Writing and Presentation

Running Head: ACADEMIC WRITING AND PRESENTATION

Academic Writing and Presentation: Pritika Partap Singh Glion Online MBA Success Strategies For The Hospitality and Service Industries Zug, Switzerland Word Count:

Academic Writing and Presentation

Abstract

Focusing on the article given-Factors Affecting the Online Travel Busing Decision (Wen,I 2009) this essay describes why the study was undertaken, the central research problem which is to measure, qualitative and quantitative aspects involved in selling online travel. Shortcomings of previous researches and suggestions on how future ones should be conducted, why the article is a scholarly research and that it contributes to practice just to understand factors affecting ecommerce travel sale. Also included are analysis of the strengths and weaknesses of the review as a scholarly writing adapting a scholarly style and explanation why it is not practically appropriate for the audience except in the case of future researchers.

Academic Writing and Presentation

Academic Writing and Presentation

The impact of information technology since the advent of the world wide web has signicantly changed and even transformed the structure of tourism distribution (Buhalis and Laws, 2001; Wang and Qualls, 2007) (Kracht,J. & Wang,Y., p.736).The central research problem is to observe the composition of various theories, find appropriate extensive and measurable factors that effect online travel decision-making and give suggestions for future exploration of online travel buying decisions. Other researcher models are viewed, parts of it are well accepted and are informative but found inconclusive and unsatisfying an example of which written by Wen is, Though Shims study findings are consistent with finding of TPB (Ajzen, 1985,1991) i.e. attitudes are determinants of behavioral intentions, is questionable about the appropriateness of applying the findings in the travel industry (Wen,2009, pg.753).The basis of the earlier researches are critiqued and up to date suggestions are provided for future researchers. Wen has tried to apply the history of consumers online purchase intention using consumer trust, consumers attitude perception and consumer satisfaction as the three measuring tools. It aims to assist the marketing managers to develop e-strategies to focus on the most influencing factors of the customers attitude and their online purchase experience and gain the trust of their customers. This is important and also inferred by Long-Yi Lin and Ching-Yuh Lu, (2009,2010 pg. 16): While making e-commerce transactions, buyers do not have face-to-face contact with vendors and are not able to take a substantial look at their products. Thus, it becomes more important to establish mutual trust (Turban et al., 2000). When it comes to doing

Academic Writing and Presentation

online business, tour agencies have begun to realize the importance of trust as a core issue as e-commerce transactions are characterized by high uncertainty and distrust. The influencing predecessors in decision making found are: customer attitudes, consumer trust, quality of web site design, and customer satisfaction. (Wen,2008 pg.753). Multiple theories have been used to understand these predecessors. The attitude of the customer is a major factor in the intention of online travel purchase but what is not found are the measurable determines of attitudes of the customer to make an online travel purchase decision. This research deduces that using three sub factors of attitude with experimental testing will get results, which would help, in giving the level of influence to the substitutes of attitude in the future. In previous studies that have been referred to in the given review, the ramification of customers attitude was not taken into consideration for which the three dimension of attitude should be included and each of the sub factors should be added. Trust another major component but a roadblock leading to customer usage of e-commerce is a travel purchase tool. There are factors identified that build trust in e-commerce but the perception difference of customers and operators causes problems in establishing a uniform list. Consensus in understanding determinants with the same importance given to them by both the parties leading to working on those determinants and creating a good online customer relationship and loyalty is required was inferred. System quality should be measured on the basis of the customers aspired qualities of a web site design and consists of usability, availability, reliability, adaptability and response time There needs to be more exploration on information satisfaction through travel services websites. A few important elements like service quality in the competing world of e-commerce, which has a beneficial influence on a customers approach, and motive has been ignored. More accounting factors like valueadded services that are preferred by the customers need to be researched. Once a measurable tool is found, a process to maintain customer satisfaction can be planned and executed. It is realized that in future research the interfering effects of other agents should be researched and scrutinized to break down the effects and get a better idea of mediation

Academic Writing and Presentation effects. (Wen,2009 pg757). Customer satisfaction is another important component leading to online travel purchase but cannot find a method to quantify satisfaction. For travel enterprises to plan, conduct and inspect the method of observing customer satisfaction a sound measurement of customer satisfaction is required. Forthcoming researches require investigating the arbitrating effects of the factors and breaking down the effects of those determinants to get a better idea. To explain why this article is a scholarly research, The Webster's Third International Dictionary defines scholarly as: 1) concerned with academic study, especially research, 2) exhibiting the methods and attitudes of a scholar, and 3) having the manner and appearance of a scholar. (as cited in Cornell university Library, Oris & Uris Libraries.). The authors topic is concerned with academic study, Examining the tourism distribution

channel: evolution and transformation. (Wen, 2009 pg 736.) He exhibits the method and attitude of a scholar with a clear and structured format of writing and cites all the references. All the important points to be kept in mind are followed as in the Practical Assessment, Research & Evaluation Journal: When writing your manuscript, keep in mind that the purpose is to inform the readers of what you investigated, why and how you conducted your investigation, the results and your conclusions. (Rudner, Lawrence M. & William D. Schafer,1999) An article is referred to as an scholarly research when it is written by an credible author

Academic Writing and Presentation which can be seen from the School of Travel Industry Management: Assistant Professor at the University of Hawaii at Mnoa School of Travel Industry

Management, where he teaches information technology and strategic management at both the masters and undergraduate levels. Ivan is an experienced teacher and committed researcher. All the sources of the research are trustable with appropriate references using the language of the discipline. The entire text is written in an objective manner keeping away his personal bias towards the topic. The research has a clear flow of thought and is followed through in a systematic method well understood by the readers. Layout of the review is as per the scholarly standards and belongs to a credible journal and publishing house Formal language, which is expected in scholarly writing, is adapted along with a personal style showing knowledge in the field with usage of technical terms. This review does seem like a scholarly writing but when analyzed deeply one notices that it primarily focuses on other peoples researches and papers. The suggestions that are given do not have the backing of any experimentation, which indicates weakness. The main purpose of a scholarly journal is to report on original research or experimentation in order to make such information available to the rest of the scholarly world. (Cornell university Library, Oris & Uris Libraries, updated: 04/05/2011.) It is portrayed more like a critical analysis or a preface to the actual research that should be done and undertaken. Suggestions are clearly stated but no factual results have been given. Only pure guidance of how research should be conducted is given which does not help the reader - travel marketing managers to form their strategies to overcome the problem. Further a few discrepancies were noticed while reading the article in concern with the APA style of writing. Quoted by the Pocket book APA (Thrd edition) except as noted, use the first author's name and et al., not italicized the author has constantly used et al in italicized

Academic Writing and Presentation

format throughout the text as seen here, was included in the nal model (Shim et al., 2001) (Wen,2009 pg.754). Though the research is credible, the extent to which it can be adopted practically is limited. Suggestions for future researches are given but an idiom easier said than done perfectly applies. Suggestions are excellent but cannot be easily incorporated, as we need the factors to be measurable. As stated by Wen, Despite the importance of customer satisfaction, there is no well-developed measurement for it and meditational influence of customer satisfaction is unknown in tourism and hospitality e-commerce. shows that there are still many gaps that need to be filled to make it appropriate for practical use in the industry. The validity towards the intended audience seems to be lacking, as it does not provide strong measurable factors and their results in order to be used by industry operators, marketers or travel enterprises. In order for e-commerce strategies to be obtained to target market segments clear determinants with their effect and result needs to be clearly given. It states pervious researches and what variable need to be changed for the forthcoming researches. No clear data has been given which will help online travel industries to attain customer trust, satisfaction and understand the attitude. This is beneficial for people for information in the trade and more for researchers, who can adopt the suggestions, conduct experiments and conclude with valid results.

Academic Writing and Presentation

REFRENCES

Cornell University Library, Olin & Uris Libraries, Distinguishing Scholarly Journals from Other Periodicals,updated: 04/05/2011. (http://olinuris.library.cornell.edu/ref/research/skill20.html) Handbook of Consumer Behaviour, Tourism, and the Internet, ed-Juline E. Mills & Rob Law,Routledge, 2005Routledge, 2005. Published by The Haworth hospitality Press & co published as Journal of Travel & Tourism Marketing, Vol 17 Nos 2/3,2004 Kracht,J., Wang,Youcheng, Examining the Tourism distribution channel: evolution and transformation, Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA. IJCHM 22,5. (pp736-757). Lin,L.Y. and Lu,C.Y. ,The Inuence of Corporate Image, Relationship marketing, and Trust on Purchase Intention: The Moderating Effects of Word-of-Mouth, 2009,2010. Tourism Review, VOL. 65 NO. 3 2010, pp. 16-34, Q Emerald Group Publishing Limited, ISSN 1660-5373 Robert,P. Pocket Guide to APA Style, 3rd Edition. Wadsworth Publishing, 10/14/08. p. 72). Rudner, Lawrence M. & William D. Schafer (1999). How to write a scholarly research report. Practical Assessment, Research & Evaluation, 6(13). Retrieved September 10, 2011 from http://PAREonline.net/getvn.asp?v=6&n=13 .ERIC & University of MarylandWilliam D. Schafer, University of Maryland School of Travel Industry Management, university of Hawaii Manoa, UH TIM Main website

Academic Writing and Presentation (http://www.tim.hawaii.edu/faculty_bios/hsing_wen.aspx) Wen, I. (2009). Factors affecting the online travel buying decision: a review. Emerald International Journal of Contemporary Hospitality Management, Vol.21 No. 6, 752-765.