Looking does not automatically lead to booking: an analysis of clickstreams on a Chinese travel agency website
Chinese small and medium travel agencies are increasingly focusing on online business, and understanding the transactional patterns of their Website visitors is very important to them. Clickstream sequence analysis can provide the needed insights into booking processes. This study applied an adaptable algorithm to explore how Chinese online travel agency visitors book hotel products. The findings reveal that a high percentage of abandonment occurs after searching for a hotel room and before submitting the final order confirmation. Recommendations are proposed for identified key events in the online hotel booking process.