Online Travel Agencies Research Articles

Exploring temporal and spatial structure of tourism market through a big data approach: Whether geographic distance still matters?

The prevalence of tourism social media data offers a new approach to examining the tourism market structure beyond traditional methods. This paper aims to explore the spatiotemporal structure of the tourism market. A total of 75,295 tourist reviews of Sanya, a famous tropical coastal destination in China, were collected from five representative Chinese online travel agencies. Assisted by the innovative techniques of sentiment analysis and regression analysis, this paper examines the relationship between geographic and economic distance and the tourism market structure of Sanya city, represented by the tourists’ online attention and reputation. The findings show that the socioeconomic factors of the origins had a greater impact on the online attention of a destination. This study sheds light on how big data can be applied to verify traditional theories in tourism geography.

Impact of dark patterns on consumers’ perceived fairness and attitude: Moderating effects of types of dark patterns, social proof, and moral identity

Despite the likely prevalence of deceptive dark patterns tactics in the tourism industry, specifically in online travel agencies (OTA), there is a dearth of dark patterns research in tourism literature. This study offers comprehensive knowledge regarding dark patterns tactics and how they influence consumers’ perceived fairness and their attitude toward OTAs. Two separate scenario-based experimental studies were conducted to test the moderating effects of social proof and types of dark patterns tactics as well as moral identity. Drawing on social influence and social proof theories, the authors demonstrate the moderating effect of social proof on the relationship between dark patterns practices and perceived fairness and attitude toward OTAs. Under the low stock message condition, the influence of deception on fairness and attitude perception was greater under negative social proof in comparison to a positive one. The results demonstrate that deception interacts with moral identity to influence fairness and attitude, confirming the moderating role of moral identity.

가상현실의 품질과 심상에 따른 호텔 예약 의도

Although Virtual Reality (VR) has been widely used in the tourism and hospitality industry, little research has considered the factors that make users reserve hotels by using VR. To fill this research gap, this study examined the relationships among the quality of VR provided by hotels, users’ mental imagery, telepresence, and actual reservation intention. In doing so, this study established a framework highlighting the relationships between 'VR quality-mental imagery-telepresence and reservation intention’. We surveyed a total of 450 respondents who had the experience of making hotel reservations online by using VR. The results revealed that the content quality, system quality, and vividness of VR had significant positive effects on the elaboration and quality of mental imagery. The elaboration and quality of mental imagery also had a significant positive effect on telepresence. Finally, a highly significant relationship between telepresence and actual hotel reservation intention was confirmed. Accordingly, this study provides the following academic and practical implications. First, from an academic point of view, the quality of VR technology in the tourism field was explained using the updated IS (information system) success model. Furthermore, the influence of mental imagery on hotel reservations was identified. Also, it has practical implications by providing insights into the role and effect of VR technology in increasing hotel reservation intention in online travel agencies.

MANAGEMENT OF DIGITAL TECHNOLOGIES IN TOUR OPERATING

This paper succinctly summarized insights into the evolution of online travel agencies and global reservation systems, elucidating their evolution in response to user demand. An analysis of the primary domains influenced by digital tools in tour operator

Konaklama Sektöründe E-Dağıtım Sistemlerinin Rekabet Analizi

The goal of this study was a competitive analysis of global e-distributors in the hospitality industry. It specifically on Airbnb a peer-to-peer booking model, Booking.com an online travel agent retail booking model, and hotel websites, a customer direct booking model. Hospitality e-distribution systems were assessed using the Five Forces Model, a tool for analyzing the competition of a business, to determine the current dynamics and predict the future implications. In this regard, a focus group study was conducted with a group of tourism scholars and experts working in the tourism industry. Based on the findings of this qualitative research, the paper discusses how each system fills the demand in the changing competitive landscape. The study contributes to the literature by producing a detailed analysis of the dynamic nature of distribution in the hospitality industry from a strategic perspective.

Pengaruh Digital Marketing terhadap Keputusan Pembelian dan Kepuasan Pelanggan pada Jasa Online Travel Agent

The purpose of this study is to determine the influence of digital marketing strategies on Online. Travel Agents on purchasing decisions based on the AISAS method and its implications for customer satisfaction. Online Travel Agent (OTA) is a website that sells travel products and services through digital marketing to customers. These OTA products include hotels, flights, travel packages, and car rentals. OTAs here are third parties that resell services on behalf of other businesses. This study used descriptive statistical data analysis method. The presentation of descriptive statistical data is usually done in the form of graphs or tables. Descriptive statistics include mean, maximum, minimum, and standard deviation. Digital Marketing OTA expressed in (X) has a strong correlation with the dependent variable: Purchase Decision expressed in (Y1) which has an index correlation of 0.663 or 66.3%. The correlation of the influence of the Purchase. Decision variable (Y1) on the Customer Satisfaction variable (Y2) is significant because it has an index correlation of 0.633 or 63.3%, so it is stated that the correlation of the Y1 variable to the Y2 variable is strong. This research concludes that customers decide to purchase OTA products after verifying that certainty about the benefits in transactions such as prices, promotions and reservation fees are in line with expectations. Certainty of benefits and convenience when transacting based on information successfully tracked on the OTA website is the reason customers make purchasing decisions. Product purchase transactions at selected Online Travel Agents (OTA) in terms of price, promotions and facilities are very profitable and customers are satisfied because their expectations have been met. The ease of accessing information about the benefits, benefits and transaction prices facilitated by the customer's preferred OTA digital marketing service has met his expectations.

Web Design and Web Brand Image of Online Travel Agent: Its Effect on Purchase Intention Mediated by Trust

E-ticketing and online booking have transformed the aviation industry, hospitality, travel agencies and consumer behavior by providing new ways of communication and service support. Hence, the quality of e-ticketing and online booking websites is an important factor to drive the business. This study aims to analyze the effect of web information design, web visual design, and web brand image on purchase intentions mediated by trust. The data were obtained by conducting a survey to the community using the Online Travel Agent (OTA) website in the DKI Jakarta area. Hypothesis testing uses Structural Equation Model (SEM) analysis with SmartPLS. The results show that web information design has a direct effect on trust but has no significant effect on purchase intention either directly or mediated by the trust variable, web brand image has an effect on purchase intention mediated by trust, while web visual design has no effect on trust or purchase intention.

Business Model Analysis and Transformation Strategy of OTAs Hotel Reservation under COVID-19 Situation-- Case of Ctrip

Online travel agents are booming with the development of the internet in China and the Chinese people's increasing demand for travel. However, the OTA has been greatly affected by COVID-19. In order to study the existing situation and development of OTAs hotel reservations, Ctrip was taken into the study object to analyze its development history, competitiveness, and business model, which used SWOT, business model lean canvas, and RBV. The research results indicate that Ctrip is still a leader in OTA in the whole of China although under the influence of the epidemic. However, it also found that Ctrips hotel reservation has been hit greatly by the epidemic, and because of the implementation of national policies, Ctrip's previous idea to monopolize the OTA was killed. Based on the present situation, this article made some suggestions: Improve the competitive advantage in the sink market, upgrade the platform, update the marketing tools, and optimize the international market.

TRAVEL AGENCIES’ WEBPORTAL PERCEPTION BASED ON CUSTOMER REVIEW IN HOTEL LUNA, VIGAN CITY

In order to assess a hotel's performance, this study will assess customer satisfaction ratings from a sample of online travel agents for Hotel Luna in Vigan City using the SERVQUAL theory and its associated variables. In addition to this, it will enable the hotel to examine customer feedback and offer better service. Sentiment analysis was the specific qualitative research method used in this study. Additionally, non-probability purposive sampling will be employed to obtain the study's data, which will be entered into Microsoft Excel. Choosing observations from a population to include in a sample survey is referred to in this sentence. It is also a simple and inexpensive method of data collection. A five-point Likert scale will be used by the researchers to evaluate the data. This is done to gauge consumer happiness and the quality of the services provided to tourists. Guests who stayed at the Hotel Luna in Vigan City reported being satisfied in SERVQUAL questionnaires. Particularly praised by the visitors was the Hotel Luna's capacity for first-rate service. The study's respondents were most happy with the characteristics responsiveness, tangibility, and assurance. However, the percentage of positive reviews for reliability and empathy was low. Particularly praised by the visitors was the Hotel Luna's capacity for first-rate service. The study's respondents were most happy with the characteristics responsiveness, tangibility, and assurance. However, the percentage of positive evaluations for reliability and empathy was low. The majority of visitors praised the hotel's traditional decor. Hotel Luna not only serves as a place to stay but also as a museum, thus visitors were amused and educated as a result of it. Since it will be one of their key draws for customers to come back, the hotel management must preserve or enhance the beauty of their facilities and outside appearance.

Understanding Factors Influencing Click-Through Decision in Mobile OTA Search Engine Systems

Mobile commerce has changed the decision environment for users who intend to reserve a preferred hotel. This study aims to investigate the factors that affect the dynamic click-through decision (CTD) in mobile online travel agency (OTA) search engines. We propose a dynamic Bayesian inference framework to model individual-level users’ CTDs and examine the effects of item position, price, search cost, and the use of refinement tools. The study uses real-world search log datasets from a global OTA for both mobile and desktop searches. Our results show that (1) the primacy effect is weaker and the effect of item-ranking positions is non-linear in a mobile OTA search compared to a desktop OTA search. Mobile users pay the most attention to the top-ranking results and are less likely to click through the middle or bottom results. (2) Hotel prices have a positive effect on mobile CTDs in the whole mobile searching journey. Additionally, mobile users also tend to seek out hotels with lower price rankings on the current search engine result page. (3) The search cost, measured by the cumulative time duration, has a positive impact on mobile CTDs. The use of refinement tools enhances the effect of search cost. This study extends previous research on position and price effects in an online consumer search from PC-based internet to mobile devices. It also provides managerial implications for mobile OTA search engine marketing and investment for bidding ranking positions.

Predicting the antecedents of travelers purchase behavior through OTAs – A hybrid structural equation modeling with fuzzy set qualitative comparative analysis

This research's primary focus was implementing the Fuzzy Set Qualitative Comparative Analysis (FSQCA) approach assisted by Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate consumers' purchasing behavior through Online Travel Agencies (OTAs). A survey comprising nine principal elements: 1) purchase behavior (PB) of travel from OTAs, 2) purchase intention (PUI) of travel from OTAs, 3) attitude toward purchasing travel from OTAs, 4) communicability, 5) compatibility, 6) perceived relative advantages, 7) experience, 8) extroversion and 9) personal innovativeness, was used for this purpose. Using an empirical study with 374 consumers, we identify the variables and configurations that influence consumers’ purchasing behavior through OTAs. Both PLS-SEM and FSQCA methods have indicated the critical role of attitude, perceived relative advantages, communicability, and personal innovativeness to ensure the purchasing intention and behavior among OTAs. The results showed that purchasing intention is a necessary condition for purchasing behavior of travel from OTAs. The findings enrich the existing literature on consumer behavior toward purchasing travel online.Overall, the main results obtained by FSQCA method were robust and show high predictive validity. It is envisioned that the outcomes of this paper could assist both researchers and tourism practitioners with appreciating the research and practice frontier of consumer behavior and travel companies.

The Effect of Gamification and Technology Acceptance Model (TAM) towards Intention to Buy in Online Travel Agent Traveloka

These days, it can be seen that the world’s population keeps on rising. This growth in population has different effect in different sectors, including the tourism sector – especially in the accommodation and transportation sectors. In order to fulfill this demand, travel agent emerge as an organization who helps consumer during their trip. With the emerge of digitalization in every single aspect of lives, these days people prefer to use an Online Travel Agent (OTA) to help them with their trip. The study's objective is to determine if the online travel agency Traveloka's use of gamification and the Technology Acceptance Model influences consumers' desire to make a purchase. SPSS was used for data analysis in this study. Research shows that gamification has a sizeable impact on purchase desire in the online travel agency Traveloka. Evidently, TAM also has a substantial impact on consumers' desire to make a purchase through OTA Traveloka.

Detection of readers' emotional aspects and thumbs-up empathy reactions towards reviews of online travel agency apps

PurposeThe main goal of this study is to employ unsupervised (lexicon-based) learning approaches to identify readers' emotional dimensions and thumbs-up empathy reactions to reviews of online travel agency apps based on appraisal and stimulus–organism–response (SOR) theories.Design/methodology/approachUsing the Google Play Scraper, we gathered a total of 402,431 reviews from the Google Play Store for two travel agency apps, Tripadvisor and Booking.com. Following the filtering and cleaning of user reviews, we used lexicon-based unsupervised machine learning algorithms to investigate the associations between various emotional dimensions of reviews and review readers' thumbs-up reactions.FindingsThe study's findings reveal that the sentiment of different sorts of reviews has a substantial influence on review readers' emotional experiences, causing them to give the app a thumbs up review. Furthermore, readers' thumbs-up responses to the text reviews differed depending on the eight emotional aspects of the reviews.Practical implicationsThe results of this research can be applied in the development of online travel agency apps. The findings suggest that app developers can enhance users' emotional experiences by considering the sentiment and emotional aspects of reviews in their design and implementation. Additionally, the results can be used by travel agencies to improve their online reputation and attract more customers by providing a positive user experience.Social implicationsThe findings of this research have the potential to have a significant impact on society by providing insights into the emotional experiences of users when they engage with online travel agency apps. The study highlights the importance of considering the emotional aspect of user reviews, which can help app developers to create more user-friendly and empathetic products.Originality/valueThe current study is the first to evaluate the impact of users' thumbs-up empathetic reactions on user evaluations of online travel agency applications using unsupervised (lexicon-based) learning methodologies.

The Effect of E-Service Quality and Customer Experience on E-Customer Loyalty through E-Customer Satisfaction in Online Travel Agent

This research was conducted to determine the effect of E-Service Quality and Customer Experience on E-Customer Loyalty through E-Customer Satisfaction Millennial Generation of Online Travel Agent Users in DKI Jakarta. This research uses SEM data analysis techniques and data processing using PLS. The population in this research is the millennial generation who live in DKI Jakarta, with a sample of 210 respondents. The sampling technique uses a purposive sampling technique. The results showed that variables E-Service Quality and Customer Experience have a positive and significant effect on E-Customer Satisfaction and E-Customer Loyalty, E-Customer Satisfaction has a positive and significant effect on E-Customer Loyalty, as well as E-Service Quality and Customer Experience have a positive and significant effect on E-Customer Loyalty through E-Customer Satisfaction.

Metaverse research propositions: Online intermediaries

One of the sectors with the fastest growth rates worldwide is the hospitality and tourism industry, although the pandemic caused losses and setbacks for the industry. The potential of the metaverse and virtual travel could lead to the emergence of a brand-new sector. Thus, traditional online travel agencies may need to change their utility model in the future to accommodate the new technology. This virtual transformation in the metaverse entails more flexible travel options, customized consumer services, and improved entertainment. The employment of augmented and virtual reality technology in the metaverse may enable seamless interaction between users in real and simulated surroundings. As such future developments in metaverse technology may enable fully immersive experiences. Customers can now get real-time price changes, availability, and promotions bypassing third-party distribution platforms. This research note aims to introduce the metaverse’s enormous potential and to define three research proposals for additional investigation.

Effects of price sorting display on extreme option choice aversion: The role of ease of comparison in multiple option displays

Due to the popularity of online travel agency (OTA) booking platforms, OTAs display diverse information, including features of products, on their websites. Based on choice architecture literature, this study aimed to examine the effect of product quality and price sorting (vs. non-sorting) on extreme option choice aversion and identify the moderating effect of displays that made it difficult to read information. The results of a series of four experimental studies (total n = 2838 online panel members) demonstrated that the tendency to choose the non-extreme or middle-attributed options was stronger when quality and price were displayed sorted (vs. non-sorted). It was theorized that easy comparison of multiple options leads to decision-making. The positive effect of quality and price sorting on extreme option choice aversion was significantly reduced when customers had difficulty reading the displayed information.

The Impact of Hygiene Factors on Online Hotel Consumption in China during the COVID-19 Pandemic

The COVID-19 pandemic, with its risk of repeated fluctuations, has shifted the basis for decisions on tourism spending. Thus, it is crucial for the hospitality industry to understand the factors that influence accommodation consumption. Grounded in signaling theory, our empirical analysis is based on analyzing data from eLong on 7209 Chinese hotels using binary logistic regression and the ordinary least squares method (OLS). The main findings are as follows: (1) completeness of information, online hygiene rating and hygiene recommendation tags have a significant impact on hotel consumption; (2) online hygiene rating has a positively significant moderating effect on the relationship between information completeness and hotel sales; and (3) there is variability in the factors that influence the generation and growth of hotel sales. In addition, we discuss the role of online travel agencies (OTAs) and provide relevant advice for practitioners.

How Media Richness and Interactivity in Hotel Visualization Affect Hotel Booking Intention in Online Travel Agency Applications?

This study is aimed at clarifying the relationship between media characteristics and intention to book hotels in online travel agencies. This study is based on a quantitative approach using a between-subject experimental method, with a 2 × 2 factorial design consisting of two types of media richness (high and low) and two types of interactivities (high and low). Research data were obtained from 152 respondents and were processed using the ANOVA and mediation method on the SPSS application. This study found that hotel visualizations with high media richness and high interactivity more significantly influence users’ trust, perceived value, and attitudes compared to visualizations with low media richness and interactivity. This research provides practical implications for OTA companies regarding offering features that can support enhanced visualization of hotel displays. This study also contributes to enriching tourism research by comparing levels of media characteristics and their impact on booking intention.

A Study of the Loyal Purchasers of Bus and Shuttle Tickets from Online Travel Agencies (Otas) in Indonesia

An online travel agency (OTA) is an online-based marketplace that allows consumers to research and book travel products and services, including hotels, flights, cars, tours, cruises, activities and more, directly with travel suppliers. Even though the COVID-19 pandemic has shaken the tourism sector, Indonesia as one of the favorite tourist locations in the world has sped up the vaccination process which is a good momentum for the revival of the national tourism sector. Those conditions led to competition between OTAs starting to get intense again and each OTA company must strengthen its business by improving and creating new services to win the market. The Bus and Shuttle are the most common ground public transportation in Indonesia which is one of the flagship products of OTA and has grown over the last 3 years. This study aims to determine the values of online bus and shuttle tickets through OTA perceived by the loyal consumer. The result implies that functional, informational, preference values, and bus or shuttle usage satisfaction are important factors in getting loyal consumers. These loyal consumers will be of high value because apart from having a good impact on the company's economy, they will also ultimately tend to invite the surrounding environment through e-WOM.

Keep it real: Assessing destination image congruence and its impact on tourist experience evaluations

Inaccurate promotional information about tourist destinations may result in tourists' negative evaluations. This study proposes a new approach to measure the congruence between projected and received images of a destination's attractions. Based on online textual data, this study investigates how image congruence influences tourists' evaluations of their destination experiences. Using promotional messages and reviews of attractions in Hainan, China obtained from a leading Chinese online travel agency (Ctrip) and a three-way fixed-effects regression model, this study demonstrates that image congruence positively affects tourists' appraisal of their destination experiences. External crises (e.g., the COVID-19 pandemic), the readability of promotional messages, and tourists' expertise moderate this relationship, reducing the positive impact of image congruence on tourist experience evaluation. This study bridges theoretical and empirical gaps in destination image (in)congruence research, informing tourism marketing agencies of effective promotional strategies in different contexts.