Online Travel Agency Case Study

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1. Objective of the study 1. To identify the factors that can influence traveler using online travel agencies to purchase travel products. 2. To examine the consumers intention to travel 3. To anticipate the consumers travel frequency whether affected by online travel agencies marketing strategies, which will focus on promotion strategies and price strategies. Literature review Online Travel Agencies Online travel agents (OTAs) provide a platform to customers through the World Wide Web (WWW) to search for appropriate travel products and make a selection, which is then booked and ticketed by OTA (Clemons, E. K. et al. 2002). According to Euromonitor, online travel agents had combined bookings of $ 278 billion in 2014. Online travel agencies …show more content…

To increase the competitiveness in market, online travel agencies will sell different type of products (e.g. flights, accommodations, and cars) from different suppliers. It can provide all service to their customer and purchase the product online using a single site, so the online website provide the detail information and enough guideline to help the customer to purchase their product (O’Connor and Frew, 2002; Lee, Sung, DeFranco, & Arnold, 2004). Online travel agencies can cooperate with airline to offer the lower price flight ticket to customer. In addition, online travel agencies also cooperate with different vendor to offer the travel …show more content…

Behavior beliefs are affected by surrounding environment and the influence will performance on the individual behavior. Travel intention is one of the behavior intention, so it can understand these behavior base on behavioral intention. Mackay (1998) have suggested a significant approach to understand the behavioral intention. There were six process in the stages of change framework in travel intention (DiClemente et al., 1991; Prochaska & DiClemente, 1998), a process of six major stages forms a travel intention: (1) precontemplation (2) contemplation (3) preparation stage (4) action stage (5) maintenance stage (6) relapse stage. The process was similar to decision making process, from the psychological need to travel intention and then

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