A Phenomenological Study on the Unfair Trade Experience of Tourism Consumers : A case of the Online Travel Agency

2021 ◽  
Vol 9 (4) ◽  
pp. 231-252
Author(s):  
Jin-Yong Kim ◽  
Keyword(s):  
Phenomenological Study ◽  
Travel Agency ◽  
Unfair Trade ◽  
Online Travel ◽  
Online Travel Agency

Dark patterns used by online travel agency websites

2020 ◽  
pp. 103055
Author(s):  
Woo Gon Kim ◽  
Souji Gopalakrishna Pillai ◽  
Kavitha Haldorai ◽  
Wasim Ahmad
Keyword(s):  
Travel Agency ◽  
Online Travel ◽  
Online Travel Agency

Online Travel Agency Price Presentation: Examining the Influence of Price Dispersion on Travelers’ Hotel Preference

2019 ◽  
Vol 59 (4) ◽  
pp. 704-721 ◽  
Author(s):  
Jungkeun Kim ◽  
Drew Franklin ◽  
Megan Phillips ◽  
Euejung Hwang
Keyword(s):  
Consumer Choice ◽  
Price Dispersion ◽  
Travel Agency ◽  
Pricing Strategies ◽  
Hotel Room ◽  
Online Travel ◽  
Online Travel Agency ◽  
Price Presentation ◽  
The Impact ◽  
Regular Price

This research investigates the impact of different degrees of price dispersion on travelers’ hotel choice. More specifically, within an online travel agency (OTA) context, we examine the effect of wide (vs. narrow) price dispersion on hotel preference. In addition, we suggest two boundary conditions for this effect: salience of external regular price and perception of destination uncertainty. Across multiple studies, our results show that travelers prefer a hotel option featuring wide price dominance dispersion. Additionally, both the presence of an external regular price and the level of uncertainty associated with the hotel destination act as moderating influences. This work represents an emerging direction in the online price dispersion literature, namely, exploring the consequences of online price dispersion. In practice, by understanding the influence of price dispersion on consumer choice, OTAs can develop more effective pricing strategies in partnership with their hotel room suppliers.

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