How do online hotel consumers perceive room rates?

While it has been perceived that hotel consumers using online travel agencies (OTAs) are overall price sensitive, a dominant use of OTAs in hotel booking suggests that there are more diverse consumers in terms of price perception. As such, this study investigates the price sensitivity of the Online Travel Agency (OTA) consumer segments, using price sensitivity measurement (PSM) by using factor analysis and cluster analysis. The results showed four OTA consumer segments, i.e., planned bargain seekers, enthusiastic shoppers, deal hunters, and apathetic shoppers. Differences in price sensitivity was confirmed among these segments. This study uncovers the characteristics of OTA consumers who are more (less) price sensitive. By using PSM, this study presents and compares the optimal pricing points across the customer segments in terms of monetary values. Based on the findings, this study provides theoretical and practical implications.

mega events paradox

Considering the urban transformations and the development of the hotel sector in the City of Rio de Janeiro driven by the 2016 Olympic Games, this study aims to understand how the hotel industry behaves in terms of organic growth and investments during periods of mega international events. To this end, a qualitative case study research was carried out that included 7 different hotel brands whose results were coded and categorized resulting in a theoretical-conceptual framework responsible for identifying some competitive pressures on traditional hospitality, including 6 different challenges: (1) political institutional insecurity, (2) perceptions of the media, (3) public security, (4) other national and foreign locations, (5) new videoconference technologies, and (6) Online Travel Agencies. It was found that the exponential growth in the number of beds in the city in the years leading up to the 2016 Olympics generated several complications for the industry at that time. The logic of this expansion is discussed throughout the paper during different phases and the aim is to help fill a gap left by empirical research in the area, which has little explored the logic behind the option of investing during Olympic Cycles.

Airline E-ticket Online Purchase Intention Among University Student

Purchasing products and services via online is an important way of doing business for many tourism and hospitality intermediaries and travel operators. This study aims to examine the relationship linking students perspective of cognitive factors and their intentions to purchase online airline e-ticket from online travel agencies. Using convenience sampling, a total of 302 survey questionnaires were distributed to hospitality and tourism students in UiTM via google form. 245 responses were received and used for data analysis. Regression results revealed that two cognitive factors have significant relationships with students intentions to purchase airline e-ticket online. These include perceived risks and web security. Of these two attributes, web security have the most significant impact on students intentions to purchase airline e-ticket online. The study provides insights to online travel operators on the factors to concentrate in improving their services to customers as well as assist them in boosting their sales in the future and to achieve customer loyalty.

The impact of positioning on click-through-rates in hotel metasearch engines

The recent arrival of the metasearch as a distribution channel within the hotel industry has the potential to provide hotels less dependency on online travel agencies. Metasearch engines display different reservation options for the same hotel in the same interface, which might include online travel agencies and the official hotel website, establishing an apparent level playing field. In this context, it remains unclear if there will be a presentation-order effect of the different options when price and cancellation policy are the same due to two reasons. First, hotels compete against popular and trustworthy online travel agencies. Second, the minimalist and functional design of metasearch platforms might help consumers differentiate among the options, possibly impacting the decision-making process. Accordingly, the present study aims at investigating the relationship between a hotel's site position and a higher click-through rate in a metasearch whilst competing directly and on the same page with a well-known online travel agency. To this end, an experiment was conducted in which participants had to finish the booking process for a given hotel on a major metasearch engine, where they could choose between the hotel's official site and a leading online travel agency. The main finding implies that occupying the top position increases the click-through rate for unknown hotels, whilst hotels associated with well-known chains are not subject to this effect.

Assessing the Role and Use of Blockchain Technology in the Hospitality and Leisure Industry

Blockchain is an innovative technology, where in the hospitality and leisure industry, travelers can obtain their tourism products and services through an intermediation between travelers and service providers that causes many different problems (e.g. inefficient payment system, extra cost, etc.). The operative effect of blockchain on the hospitality and leisure industry is based on removing the intermediary from the supply chain. Blockchain capabilities are determined according to a number of massive industries, including financial sectors. Such organisations generate various methods in order to simplify trading for smaller and medium sizes of industries. The networks of the tourism value are based on power dependencies’ relationships in such a way many expert staff members have acquired additional values that are taken from their partnerships. The structure of a market can be improved based on the value, which relates to different online travel agencies via converting power from suppliers to consumers. The assessment demonstrates that the blockchain technology represents an effective technology that removes mediators, which are originally sourced from the supply chain. This technology does not allow any mediators to gain entry along towards the tourism industry, and by eliminating the market’s power.

TURISMO E MERCADO DIGITAL: PREFERÊNCIAS DOS CONSUMIDORES DE SALVADOR QUANTO À ESCOLHA DO CANAL DE COMPRA DE SERVIÇOS

Os efeitos do processo de globalização sobre as dinâmicas econômica e sociocultural da sociedade têm sido potencializados com o avanço das Tecnologias da Informação e da Comunicação (TICs) e da Internet. Na atividade turística, o advento e popularização das plataformas digitais de comercialização de pacotes de viagens tem influenciado o comportamento de compra dos consumidores e exigido das agências convencionais a adoção de estratégias alternativas de adaptação a este novo cenário. O presente artigo pretende investigar em que medida essas mudanças têm se manifestado entre os moradores de Salvador e identificar os principais fatores que interferem em suas escolhas. Para tanto, a revisão de literatura partiu de estudos que envolvem os elementos como agência de viagens e as OTA’s (Online Travel Agencies), construído a partir do advento das novas TICs e realizou-se uma pesquisa de levantamento mediante a aplicação de questionários estruturados junto aos consumidores de viagens residentes na Cidade. Como conclusão identificou-se que a maioria dos entrevistados recorre exclusivamente às agências online para adquirir os serviços turísticos e os principais fatores que determinam essa escolha são a procura por agilidade, preço e praticidade, em especial dentre o público mais jovem.