Perception, attitude, and influential factors towards booking an accommodation via online travel agency websites

This project is a contemporary topic in applied marketing that focuses on a technological issue that is important to Thailand.The objectives of the study of “Perception, attitude, and influential factors of Thai travelers towards booking an accommodation via online travel agency websites (OTAs) are to understand customers’ perception, attitude, and decision criteria towards booking an accommodation via online travel agency website, and their expectation.The key findings revealed that OTAs are becoming essential for trip planning. Thai travelers usually travel for leisure. 83.6% of them know OTAs from Facebook. Travelers are satisfied that they can search, compare, and make a booking online. It is not just accommodation but most OTAs allow users to book almost everything else, from air ticket to activities and tours. International OTAs like Agoda and Booking.com are the market leaders.This is a true challenge for conventional brick-and-mortar travel agencies. It is critical to re-consider how they can maintain and compete in the highly competitive and changing market. The study would help those who are in the tourism industry, particularly online travel agency websites, to gain better understanding of consumers, identifying significant factors that affect online consumers’ willingness to purchase, and to be able to carve business strategies accordingly. Being aware of consumer behavior change and knowing consumer insight would finally lead to an increasing customer satisfaction and sales.