ABSTRACT
Survival in this fierce competition is the biggest challenge the companies are facing nowadays. So, they have to struggle hard to gain the confidence of their customers and win their hearts. Tourism industry is under-going a major transformation as it has entered the virtual world. It is facing the biggest drawback of lack of consumer’s trust in an online environment. Hence, it raises the relevance of a clear understanding of individual tourist features that builds trust both from consumer as well as companies’ perspective. This chapter is an extension of research work undertaken to understand what consumers perceive about factors that build trust in an online company. This chapter will uncover the perceptions of company employees regarding the same.
