• Journal of Distribution Science
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• v.18 no.6
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• pp.25-35
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• 2020

Purpose:Travel agencies have use digital tools in order to shift the paradigm in how business is conducted. Online travel agencies provide the same services as a normal travel agency, including hotels, transportation, guided tours, reservations, and related services, but using an "online platform. Travelers planning a trip can use a lot of forms to collect information and have access to a larger amount of information, so the factors that influence the user's behavioral intention are very important. This research has the conducted to find what factors lead to the attitudes of consumers in using OTA using the UTAUT model. Research design, data and methodology: The object of this study were respondents of a google survey using convenient sample extraction method, chosen among consumers who gathered information, or purchased a product. A total of 217 of the 235 questionnaires Google survey answered were used in the final analysis, excluding insincere responses. Using PSS v.21 and AMOS v.21, frequency analysis, feasibility and reliability analysis, path analysis was performed. Results: UTAUT affects OTA use satisfaction and trust, and OTA satisfaction and trust affect behavior intention. Conclusions: Research was conducted using the UTAUT model to explore factors that affect the attitudes of users of online travel agencies (OTA).

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.971-982
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• 2021

The purpose of this study was to investigate the relationship between information quality, Online Travel Agency (OTA) trust, and continuous usage intention provided by OTA through the application of the SOR(Stimulus-Organism-Response) model. To achieve the purpose of the study, 234 responses were used for analysis, and the hypotheses were tested through the SPSS v.21 program and AMOS v.21 programs. The research results can be classified into the following three categories. First, it was determined that accuracy, timeliness, and usefulness among the factors for information quality had a significant positive effect on OTA trust and continuous usage intention. Second, it was determined that OTA trust was found to have a significant positive effect on continuous usage intention. Third, it was determined that OTA trust had an indirect effect on the relationship between accuracy, timeliness, usefulness, and continuous usage intention among the factors for information quality. This study looked at the lower dimension of information quality, which was insufficient in the field of OTA. This study can be used as basic data to, in practice, build a user-centered informational provision environment by identifying the factors that promote the continuous usage intention of consumers, which is linked to the revenue of online travel agencies.

• The Journal of Information Systems
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• v.26 no.3
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• pp.149-169
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• 2017

Purpose The purpose of this study is to investigate how OTA recommendation influences users' purchase decision making and reuse intention based on the users' destination type. And we compare the results of domestic destination and overseas destination. Design/methodology/approach This research model was designed with the recommendation elements of OTA. And this study conducted an empirical analysis using self-administered questionnaires. The target of the analysis is an individual who has purchased hotel rooms through the OTA for the past one year. A total of 374 usable data were collected (177 domestic respondents and 197 overseas respondents) and analyzed using partial least squares analysis using Smart-PLS 3.0. Findings Two OTA recommendation characteristics - recommendation accuracy and recommendation objectivity were significant in overall model. And easy of decision making was significantly affect to OTA reuse intention. Also, only recommendation accuracy variable was revealed to significant moderating variable between domestic model and overseas model.

• Management & Information Systems Review
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• v.37 no.4
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• pp.175-193
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• 2018

As a new type of business model in the market competition situation of tour companies, this study has developed to the online form of the travel industry to the business form which is the combination of the electronic commerce function and the mobile service process in the provision of the simple web-site, This study explores the difficulties of change for the development of the travel industry from the point of view that recognition is not a simple marketing strategy diversification means but a change of recognition as a business model for expanding new markets or creating new markets. The factors affecting the choice of online travel agent (OTA) and the factors that influence the choice of online travel agency were analyzed. Were used for the empirical survey. The purpose of this study is to investigate the factors influencing the choice of online travel agents who have experience with or experience using online travel agency (OTA), what factors are important to them, and how they differ in importance when visiting again. The results of this study are as follows: First, there was a significant difference between the first and second visitors of online travel agencies. The results of this study were as follows: Attitude toward resolving complaints, convenience of change and cancellation, delivery of tickets and documents, convenience of complaints, The emphasis should be on establishing and strengthening service environments such as the speed of updating the latest information, the simplicity of the booking procedure, the degree of satisfaction of the past, the ability of employees to handle their work, the safety of various payment methods and settlement, The results of this study are as follows: First, the satisfaction of the online travel agency is influenced by the selection factors of the selected online tour agency, and the A/S such as the convenience of prompt delivery, Environmental factors contributed to satisfaction. It is suggested that the systematic service structure such as customer satisfaction and ease of use is a necessary marketing strategy for survival and development of online travel agencies. It is suggested that the marketing concentration strategy with the first visitors as the target market is effective and this is a part of the marketing strategy for the survival of online travel agencies.

• Asia pacific journal of information systems
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• v.29 no.3
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• pp.468-488
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• 2019

As the growth of online travel agencies (hereafter OTAs) accelerates, competition among hotels to gain exposure on the first page of OTA websites, and the financial burden, such as commissions hotels have to pay in return, are increasing. Therefore, to facilitate successful management in the tourism industry, it is important to establish what makes people continue the practice of using OTAs to book rooms in hotels and other accommodation outlets. By adopting the heuristic-systematic model (HSM), this study explores the factors that drive consumers' continued use of OTA and classifies them into heuristic cues (brand awareness, cost saving, and scarcity message) and systematic cues (recommendation quality and the ability to provide reputation). Furthermore, we divided the sample based on the location of hotels within and outside Korea, and investigated the different roles of the cues between two models. The results are expected to provide theoretical and practical implications for both OTAs and hotels.

• The Journal of Information Systems
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• v.31 no.2
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• pp.263-288
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• 2022

Purpose Recently, the tours and activities (TAA) market provided by online travel agencies (OTA) has grown rapidly and has become the third-largest in the travel industry. However, compared to its practical proliferation, TAA has not yet received much academic attention. This study aims to discuss the effect of the four domains (e.g., educational, entertainment, escapist, and esthetic experiences) of the experience economy on users' memorable tourism experiences (MTE), satisfaction, and loyalty in the context of TAA. Moreover, the study investigates how this mechanism varies depending on the tour guides' professional competency. Design/methodology/approach This study developed a research model based on the S-O-R framework. Using the survey method, data were collected from consumers who had experienced TAA offered by OTA more than once within one year. A total of 307 respondents (consumers) were used for the final analysis, and developed hypotheses were tested using a structural equation model technique. Findings The results of this study are as follows. First, educational, entertainment, and escapism experiences in the experience economy positively affect MTE. Second, within the experience economy, entertainment and esthetic experiences have a positive effect on satisfaction. Third, MTE positively influences satisfaction, repurchase intention, and recommendation intention. Fourth, satisfaction has a positive impact on repurchase and recommendation intentions. Finally, according to the level of tour guides' professional competency, there is a significant difference in the effect of escapism experience on MTE/satisfaction.

• The Journal of Asian Finance, Economics and Business
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• v.5 no.2
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• pp.139-149
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• 2018

In the contemporary era of smart tourism, travelers face more accommodation options than ever before. The rapid expansions of alternative accommodation sector are partially owing to the growth of electronic commerce and the rise of online intermediary platforms. Online travel agencies serve as a critical distribution channel for tourism sectors, and the significance is further increased for small and micro entrepreneurs whose direct communication channels are scarce. Considering the holistic process of customer experience started with a third-party online intermediary, this study explores basic and extended attributes of small and medium-sized alternative accommodation where the comparative value is created. In order to achieve the objective, a research design was developed to synthesize the qualitative evidence. The synthesis encompasses both theoretical and practical perspectives, from a systematic review and opinions of academic professionals to an in-depth interview with an industry expert and the current practices of online travel agencies. This study suggests that the sources of value creation for alternative accommodation are not always consistent with those of the traditional. Accounting for the temporal and spatial dynamics in customer experience, the findings of this study provide insights on the comparative value of alternative accommodation, to both academic and industry audiences.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.1
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• pp.231-244
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• 2022

With the improvement of people's living standards and the development of tourism, tourists have greater freedom in choosing destinations. Therefore, as an indicator of satisfaction with scenic spots, tourist comments are becoming increasingly prominent. This paper aims to compare and analyze the landscape image of the Five Great Mountains in China and provide specific strategies for its development. The online reviews of tourists on the Online Travel Agency (OTA) website about the Five Great Mountains from 2015 to 2018 are collected as research samples. The text analysis method and R language are used to analyze the content of the tourist reviews, while the high-frequency words in the word cloud are used for visual display. In addition, the entropy weight method is used to determine the index weight and tourist satisfaction is evaluated to understand the weaknesses of those scenic spots. The results of the study show that firstly, the tourist satisfaction with the Five Great Mountains is basically consistent with its popularity. Secondly, through weight analysis, tourists pay special attention to the landscape features and environmental health of the scenic area, so that relevant departments should focus on building the landscape characteristics and improving the environmental health of the scenic area. At the same time, the accommodation and service management of the scenic spot cannot be ignored. Finally, according to the analysis results, suggestions are made on how to improve the tourist satisfaction with the Five Great Mountains.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.44-50
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• 2018

This study investigated if and why there are gulfs between expectations and perceived value for usability. The main objectives of this study are as follows: (a) to examine the differences between expectation and perceived value for usability toward an OTA; and (b) to investigate the reason and purpose for customer visits toward an OTAs. By analyzing the distance between expected and the perceived value for the usability, OTAs can then close this distance and then be able to improve the usefulness of their websites. In addition, after investigating previous evaluation problems, that the various factors that are associated with tourism website evaluations, may be downsized to fit a comprehensive model for website evaluations. The results help to close the gap between expectation and perceived value by helping with the websites design, development, implementation, and management of systems. Based on those findings, effective strategies for OTAs marketing and promotional strategies are suggested.

• Journal of Smart Tourism
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• v.3 no.3
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• pp.5-15
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• 2023

Given the increasing information overload among users of online review websites, understanding the manner in which cognitive costs are reduced and efficient information is made reliable has become increasingly important. This study targets a unique consumer review design and explores how reviews from an external peer-to-peer site embedded in an online travel agency (OTA) website influence subsequent evaluation behaviors. The empirical results indicate that (1) embedded external reviews with a high average valence tend to strengthen the influence of the positive evaluation ratio while diminishing the effect of the review volume, and (2) embedded external reviews with a large variance strengthen the positive effect of the review volume while weakening the effect of the positive evaluation ratio on subsequent positive evaluations. The findings provide practical insights for consumers and online platforms.