Online Travel Services Research Articles

VoiceBack: Design of Artificial Intelligence-Driven Voice-Based Feedback System for Customer-Agency Communication in Online Travel Services

Online travel booking has become increasingly popular; however, most travel websites do not yet offer voice interaction. This study introduces VoiceBack, an artificial intelligence (AI)-driven voice-based feedback system conceptualized to support both customers and online travel agencies during the booking process. It proposes a theoretically and empirically underpinned design concept that involves a voice user interface (VUI) for customer feedback. This feedback, collected by an AI agent, is analyzed and converted into actionable statistics, which are then presented to online travel agencies through a visual interface. The interface is designed to highlight problem areas and usability issues during the booking process. This study contributes to the field of human-centered AI, by offering insight into the complex process of designing and integrating voice, emotion, and feedback within user interfaces. This integrated approach can enrich the user experience of customers when booking travel online, and pave the way for more intuitive and responsive interaction designs in the future.

PURCHASING TOURISM SERVICES THROUGH ONLINE TRAVEL AGENCY: DOES ELECTRONIC WORD-OF-MOUTH HAVE INFLUENCE? AN EMPIRICAL STUDY ON BANGLADESHI TOURISTS

Tourists nowadays are more dependent on online reviews to make different travel decisions. Electronic word of mouth has been playing a key role in influencing the purchase intention of tourists who travel through an online travel agency. In this context, the study aims to explore how electronic word-of-mouth determinants influence travellers' intention to purchase tourism services from online travel agencies in Bangladesh. Based on Social Exchange Theory information quantity, information quality, information credibility, and information usefulness of electronic word of mouth are identified as the four factors determining the purchase intentions toward buying services through an online travel agency. A total of 302 people participated and replied to the questionnaire, making up the sample. For the analysis, SPSS version 25 integrated with AMOS version 26 was employed. Structural equation modeling was used to test the hypothesis. The analysis revealed that, except for information quantity, the three other independent variables that determine e-WOM - information quality, information credibility, and information usefulness significantly affect tourists' service purchasing intentions from OTAs. The current research findings provide meaningful, practical implications for online travel service providers, online service agents, and managers of different tourism platforms to develop and implement strategies to manage online reviews across different online platforms to generate better responses from travelers.

DOES TRUSTWORTHINESS INFLUENCE TRAVEL SERVICE USE INTENTIONS AT AN ONLINE TRAVEL AGENCY? A STUDY ON THE DIGITALIZATION OF THE TOURISM SECTOR IN BANGLADESH

The use of online travel agency (OTA) in the sphere of tourism and hospitality industry is steadily rising along with digitalization. The aim of the investigation is to explore the relationship between the elements of trustworthiness (perceived ability, perceived benevolence, and perceived integrity) and the use of online travel agencies. In this study, a purposive sampling technique was used to collect data from the 292 clients of online travel agencies in Bangladesh. With the application of SPSS version 24 and AMOS version 26, structural equation modeling (SEM) was used to examine the research model. The findings indicate that all three elements of trustworthiness - perceived ability, perceived benevolence, and perceived integrity positively influence tourists to use online travel agencies. It scaled a new development in social exchange theory (SET) by introducing the elements of trustworthiness in the context of online travel agencies (OTAs). The present study's findings have important and useful ramifications for online travel service providers, online service agents, and managers of various tourism platforms. They should develop and put into practice strategies to manage trustworthiness across various levels of online travel services to achieve improved responses from travelers.

Digital consumers and the new ‘search’ practices of born digital organisations

Consumers play an increasingly central role in born digital organisations, including driving new approaches to consumer interaction, communication, and marketing. However, we know little about how born digital organise internally to manage and respond to consumer demands. In this paper, we studied an organisation providing online travel services where its aim was to reorganise internally, in relation to consumers, through developing a set of ‘search’ practices. The role of search is particularly salient for born digitals, giving rise to new roles and expertise where organisations attempt to pre-empt user actions. Through qualitative research, we show how a born digital organisation creates new practices that we label pre-emptive, reactive, reflective and adaptive. Our main finding is that rapidly and constantly reconfiguring practices, what these new experts call ‘constructive disruption’, is essential for born digitals to manage relationships with consumers. Our paper contributes by providing a better understanding of practices within born digital organisations, and specifically the practices born digitals use to navigate unpredictable emerging changes and produce constant novelty for customers. We also contribute to the concept of search and provide examples of how it might be employed to better understand digital organising and digital transformation.

Barriers and facilitators of B2B degree of digital use and brand engagement: an integration of technology and behavioral perspectives

PurposeThis study aims to investigate the determinant factors as barriers and facilitators of the B2B degree of digital use and customer–brand engagement in travel services by applying technology and behavioral theories.Design/methodology/approachA face-to-face survey was administered to retail travel agencies offering offline and online services (N = 301). Structural equation modeling using the partial least square method was conducted using Smart PLS 3.0 software to examine the proposed hypotheses in the research model.FindingsThe results revealed that the integrated composite model significantly predicts the B2B degree of digital use and brand engagement. The study established that facilitators had positive effects, and barriers negatively impacted the degree of digital use, which positively impacted brand engagement. However, the facilitator perceived cost and barrier lack of critical mass showed the opposite influence. The effects of facilitator customer pressure and barriers, information and communication technology infrastructure problems and security risks were insignificant. The results also established that the buyer firm size moderated the relationships between barriers and facilitators with the degree of digital use.Originality/valueThis study combined technology and behavioral theories to explain the buyer–seller relationship. The expanded framework contributed to understanding B2B digital usages and brand engagement in the seller–intermediary relationship. This study conceptualized firm size as a contingency variable and established its moderating effect. The study defined cost as a formative construct and an organizational factor. The study suggested practical implications for travel agencies and online travel service sellers.

Research on the Relationship Between Attitude and Intention for the Development Sharing Economy Model of E-Tourism Enterprises in Vietnam

The study aims to explore the relationship between the attitude and the intention to develop the sharing economy model of enterprises in the field of online travel services in Vietnam. Based on using the method of interviewing experts and processing, analyzing, and evaluating the results of the investigation and survey of 263 enterprises (notified and registered with the Ministry of Industry and Trade of Vietnam under Decree 52/ND-CP) or foreign enterprises with representative offices/authorized agents in Vietnam), research shows perceived benefits of the sharing economy model, state support, willingness to of enterprises, market readiness is related to the development attitude and intention to develop the sharing economy model of enterprises. In addition, the authors used multi-group structural analysis among business types to assess the differences of business types towards the intention and attitude of developing the sharing economy model. such as the difference in the impact of variables in the research model between types of businesses in the field of online tourism services in Vietnam. From these results, the study implies several policies to develop the sharing economy model of enterprises in the field of online tourism services in Vietnam, as well as proposes further research directions as follows: develop a sharing economy model suitable to the scale and application of e-commerce and each type of business in the field of online tourism in Vietnam.

Identification of the Customers’ Preferred Attributes while Selecting an OTA (Online Travel Agency) Platform

This paper aimed to identify customers’ preferred attributes when selecting an online travel agency’s platform. The use of online travel agency platforms is increasing rapidly among travelers to search for information related to holiday packages, availability of flights, hotel bookings, itinerary details, etc. The online travel business is forecasted to touch $820.18 billion by 2023, highlighting the need to study the OTA attributes. Multiple online travel agency platforms have entered the market, making it extremely important to identify attributes of OTA platforms that play a part in shaping consumer purchase intention. This study will help online travel service providers understand the attributes preferred by customers when opting for an online travel agency. The research findings highlighted different attributes and their subsequent levels in influencing customers’ choices.

Factors correlated with online travel service adoption: a meta-analysis

与在线旅游服务采用相关的因素：荟萃分析研究目的本研究旨在探讨所提出的在线旅游服务采用模型中路径关系的强度以及国家或地区经济发展水平的调节作用。研究设计/方法/途径本论文基于 46 项实证研究进行了荟萃分析, 以验证所提出的用户采用在线旅游服务意愿的模型。研究发现技术接受模型和计划行为理论中不同变量之间的相关性在在线旅游服务场景中依然显著。对在线旅游场景有效; 此外, 感知信任与态度和采用意愿呈正相关。同时, 个人创新、感知享受和成本效益与采用意愿正相关。除了主观规范与采用意愿之间的相关性外, 模型中所有其他变量之间的相关性均受到国家或地区经济发展水平的显着调节。研究原创性本文旨在就在线旅游服务采用的研究领域获得一个统一的结论。本研究的内容是原创的。关键词：在线旅游服务; 采用意向; 影响因素; 荟萃分析

The Influence Of The Website's Atmosphere On Online Consumer Behavior And Its Relationship To Flow: Case Study Of Online Travel In Indonesia

In this decade, studies of website atmospherics and flow experiences have received much attention from researchers and are very broad. At present, there are still few fields of study that study the relationship between the atmosphere website and a flow experience. In this study aims to examine the factors that have an impact on website atmospherics and flow experiences that can affect consumer behavior (Enjoyment shopping, Intimacy, and Intention) in the use of online travel services websites in Indonesia. In the development of this study, using the stimulus-organism-response (S-O-R) framework as a theoretical basis, the findings of this study are expected to show that the design atmosphere in websites has a positive impact on improving the enjoyment shopping, Intimacy and Intention of purchases for online travel agents in Indonesia.

Study on Risk Evaluation of Online Smart Tourism Supply Chain

Based on the theoretical study on the smart tourism, tourism supply chain, and risk evaluation, this paper sorts out the dynamic structure of the online tourism supply chain and the main body cooperation mechanism under the background of smart tourism. On the basis of the traditional supply chain model, it takes the engagement in the online network platform into consideration, rebuilds the new supply chain model of smart tourism with online travel service providers as the core, and combines the characteristics of the new model to establish a basic framework of the supply chain risk evaluation indicator system by using the production process method. With comprehensively taking the relevant factors affecting the supply chain risk into account, it summarizes 25 measurement factors. By adopting the weight factor judgment table method and the expert evaluation method to assign the weights to each indicator, the fuzzy comprehensive evaluation method is used to make quantitative analysis and empirical research on the qualitative indicators in the three-level indicators.

Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services

The paper presents a comprehensive framework exploring determinants of hotel booking intentions among e-service users of hospitality products/services. The study adopted a sequential exploratory strategy (SES) to gather the data using an open-ended questionnaire designed after a thorough evaluation of the relevant determinants from the literature. An integration of Hybrid Fuzzy Analytical Hierarchy Process (FAHP) and Fuzzy Interpretive Structural Modeling (FISM) approach was used to first identify and rank the determinants according to their relative importance through FAHP, and to further develop a hierarchical relationship amongst the identified determinants to define the relative dependence and driver powers. The data collected from 120 respondents were thoroughly evaluated. The study explored localization, website quality, product information, perceived interactivity, price and promotion, e-security, customer value, service quality, electronic word of mouth (eWOM), marketing and brand promotion as drivers influencing hotel booking intention among travelers.

The Effects of Covid19 Pandemic on Tourism Sector

In this research, we are going to analyze the effects of Covid 19 pandemic on the human resources management in the tourism sector. MakeMyTrip is Indian online tourism company which provides online travel services, including flight tickets, domestic and international vacation packages, hotel reservations, railways and bus tickets. MakeMyTrip has branch office in New York, Singapore, Kuala Lumpur, Phuket, Bangkok, and Dubai. This sector is one of the most affected by the pandemic. This study aims to analyze how employees adapt to the new needs of the sector and how companies motivate them to meet the organizational goals. The method used in this study was descriptive method in which the data taken from secondary source such as research articles and scientific journal. The results found that as many as 350 employees of MakeMyTrip had been laid off in order to maintain the company financial remain stable. They also reduce their variable costs such as advertising, sales promotions, payment gateway costs, optimized IT infrastructure and expenses related to the operation of their offices and other facilities.

관광객의 감염병 인식이 지각된 위험, 지각된 가치, 관광 태도, 그리고 관광 의도에 미치는 영향

This study aims to analyze the effects of tourists’ perception of infectious diseases on perceived risk, perceived value, tourism attitude, and tourism intention and measure to cope with the disaster and damage of infectious diseases. The results of this study are as follows. First, the perception of infectious diseases has a partially negative(-) effect on the perceived risk. Second, the perception of infectious diseases has a positive(+) effect on the perceived value. Third, perceived risk has a partially negative(-) effect on tourism attiude, Fourth, perceived value has a partially positive(+) on tourism attitude. Fifth, all perceived risk has a partially negative(-) effect on tourism intention. Sixth, economic value, social value, and emotional value have a positive(+) effect on tourism intention, and cognitive value has a negative(-) effect on tourism intention. Finally, tourism attitude has a positive(+) effect on tourism intention. The implication of this study are as follows. First, effective response to infectious diseases begins with the establishment of an appropriate response system. It is proposed to further strengthen cooperation between countries on infectious diseases and to operate the ‘Infectious Disease Notification Warning Policy’, and utilize each level’s action items as a manual to be used as travel safety education materials. Second, from the end of COVID-19, there will be ‘Pent-up effects’. Tourism industries should restore tourism services and establish countermeasures. Third, due to the influence of COVID-19, people's lifestyle and travel habits are changing significantly. With the decrease in outdoor activities and the increase in individual and small-scale travel, group package travel methods like in the past have become less preferred. It is necessary to develop courses such as walking, healing, and traveling alone to meet this demand. Fourth, as the demand for non-face-to-face (Untact) safe travel increases, the tourism industry is also flowing into non-face-to-face formats using ICT. It will be necessary to develop online travel services by utilizing technologies such as VR, AR, and hologram, and to develop a future-oriented tourism system by expanding the online platform business. Finally, health and medical infrastructure and related systems are needed to prepare for the new infectious diseases that will come in the future by government agencies and local governments. I hope this study will serve as an opportunity to overcome the serious damage and crisis of the current infectious disease and to present milestone in preparation for the infectious diseases in days to come.

The analysis of forming dimensions of e-service quality for online travel services

The development of technology and information has influenced people's lifestyles in making purchases from conventional to online shopping. Research on online marketing has become an interest in academics and practitioners in recent years. Measurement for e-service quality in this study will be reconstructed based on a review on previous conceptual and empirical literature. The purpose of this research is to build customer e-service through the reconstruction of e-service quality dimensions. The research uses cross-section data with geographically dispersed location of users of online travel services in the region of Indonesia. Model testing is performed using structural equation modeling with a sample count of 262 respondents. The analysis results show that the efficiency and incentive dimensions meet the creation of the e-service quality construct.

The implications of college students' online travel information seeking behaviour: a case study of why they use Ctrip OTA website in China

College students are becoming important consumers of online travel products and services. Consequently, it is important to try to understand their online travel information seeking behaviour. This paper reports a study in which a survey was conducted among college students from several Chinese universities. Data were collected using an online survey tool and posted on social media websites. A total of 206 valid responses were obtained. The descriptive statistics and the results from stepwise regression analysis show that social group influence, website information quality, website back-end support capacity, website security, and monthly living expenses are positively correlated to the students' use of the Ctrip website. Interestingly, this study shows no significant relationship between website usability and the use of the Ctrip website. This study's findings are important for tourism businesses seeking to improve their website design, marketing strategies, and online services.

ВИВЧЕННЯ ПОВЕДІНКИ СПОЖИВАЧІВ ТРАНСПОРТНИХ ПОСЛУГ В УМОВАХ ДІДЖИТАЛІЗАЦІЇ

The study used digital tools to assess the loyalty of consumers of transport services, which allowed determining the feasibility of introducing additional services in the field of rail transport in Ukraine. Such services will help improve the quality of transport services and the level of loyalty of potential consumers in today's competitive environment. Based on the study, the influence of the degree of consumer loyalty on the technological and organizational aspects of the railway industry and their business processes is substantiated. A model of multidimensional analysis of the attractiveness of transport services based on the study of the structure of consumers on various grounds (age, place of residence, Internet access, and social status) has been developed. The degree of satisfaction with the quality of such a service for individual consumer groups was modeled. Functional attributes for adaptation to introducing the latest information technologies and digital tools for positioning transport companies in the competition for customers are identified. The study of consumer preferences, which was based on modeling the attractiveness of transport services, namely rail transport, allowed substantiating the key factors of consumer choice of travel or travelling depending on the development of digital technologies. The analysis of the survey results allowed applying quantitative methods to the classification and grouping of consumer purchasing behavior to identify new and latent qualities of such behavior. The study showed that for online travel services and the ability to use mobile applications to book and pay for travel by rail, there is a need to constantly use and improve these services as one-dimensional functions to maximize service quality. The development of such functions needs to pay attention to within the policy of product improvement and to increase the competitive advantages of passenger transportation by rail.

SIGNIFICANT CONTRIBUTION OF MOBILE APPS TO THE DEVELOPMENT OF TOURISM IN UZBEKISTAN

Recently, Uzbekistan has taken comprehensive measures to develop tourism as one of the strategic sectors that contribute to the rapid development of regions, increase incomes and living standards of the population, as well as increase investment attractiveness. Modern information technologies make a signifcant contribution to the development of pilgrimage tourism. Advertising of online travel services in pilgrimage tourism currently does not allow you to automate the work of a travel Agency without creating an effective website. This article is devoted to the analysis of Internet technologies aimed at improving the tourism industry. The practical signifcance of the article lies in the use of modern information and communication technologies that support activities in the feld of the pilgrimage tourism in the region. Ancient architectural and historical monuments of our country are of great interest to the world community. In recent years, thanks to the ongoing work to develop tourism, the number of foreign tourists has been growing. Also, the tourism industry will develop new areas such as ecotourism, gastronomic tourism, agro-tourism, sports tourism, traditional cultural and educational events, festivals, and competitions. The efforts made in this direction in our country, which attracts tourists with its unique culture and traditions, picturesque nature and picturesque corners, along with ancient monuments, shrines, historical and cultural monuments, play a signifcant role in the further development of the tourism industry and infrastructure. This is evidence of the fact that the world travel and tourism council (WTTC) in the study «Economic results of the travel and tourism industry» noted that our country is one of the fve fastest-growing countries in the tourism industry

Antesenden dari Customer satisfaction pada Online Travel Service

The aim of this research was to investigate the influence of perceived usability and perceived usefulness to customer satisfaction in online travel service. The samples used are 217 responses which using online travel service. Dependent variable in this research are customer satisfaction. Independent variable is perceived usability and perceived usefulness. Analysis method in this research is SEM. The result of this research shows that perceived usability and perceived usefulness have positif influence toward customer satisfaction.

A trip planning service acceptance model for young mainland Chinese tourists

论专属中国大陆年轻游客的旅游计划服务接受模型研究目的线上旅游代理（OTA）已经十多年为游客提供旅游计划服务（TPS）。然而, OTA比其他在线旅游服务相较则受欢迎程度下降, 比如价格比对的元搜索服务。本论文旨在研究网络TPS, 即便对游客重要, 但是为什么不受中国大陆年轻游客的欢迎。研究设计/方法/途径本论文通过邀请受访者参与中国OTA提供的旅游计划服务试点样品, 并完成针对他们的用户体验的问卷, 来开发和测验这个旅游计划服务接受模型（TPSAM）。本论文采用PLS分析法来测验模型。研究结果社会影响和努力预期对再使用意图起到直接影响。社会影响增强了游客对TPS的信任度, 努力预期对愉悦感有强烈影响, 这预示着对于游客而言, 一个愉悦的且不太费劲的体验对于再次使用TPS起到关键作用。研究实际意义本论文研究结果对于OTA增强其TPS起到启示作用。比如, OTA应该让游客感受TPS不需要费很多力气来学习使用并且使用过程很有趣, 此外, 通过社交媒体来增强更多宣传是有必要的。研究原创性/价值尽管旅游计划对游客而言获得愉快旅游体验是必要的, 然而, 很少文章研究线上TPS使用现象。本论文建立了TPSAM, 对理论做出贡献, 并且本论文对之前的文献做出扩展, 验证了服务接受背景下社会影响和信任之间的直接联系。

Research on the Cultivation of Information Capability of Tourism Students under the Background of “Internet + Tourism”

Tourism is one of the early industries that apply information and Internet technology. With the popularization of mobile Internet, online travel service providers are developing and growing gradually. Under the background of “Internet +”, tourism talents are required to have the ability of information technology such as new media marketing and data management. Therefore, it is necessary for colleges and universities to develop a new talent cultivation mode, continuously integrate information technology into the traditional courses of tourism management, establish a trans-boundary inter-disciplinary tourism teaching staff with multi-disciplinary knowledge, and gradually deepen school-enterprise cooperation.