International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development

Online ISSN: 2349-4182
Print ISSN: 2349-5979

Vol. 2, Issue 10 (2015)

Relationship commitment of OTA’s: A study measuring the gap in service delivery of the tourism industry

Author(s): Everil Jacklin Fernandes, M. Amulya
Abstract: A large number of consumers today are making their purchases online. The increasing popularity of smart phones and hand held devices has led to an increase in the time consumers spend on online search and purchase. Well, same is the trend in the tourism industry. Tourists today book travel packages online and why not? Thanks to the rising number of travel portals today that is using technology for their marketing activities to effectively engage with customers. A recent research done by Google India showed that, mobile phones are becoming a key contributor in the online shopping space. Currently 30% of all shopping queries in India come from mobile phones. We have all been living under one assumption that e-commerce giants like Amazon, Flipkart and Snapdeal have been major contributors(In terms of revenue) from the e-commerce industry in India, but that’s all proved wrong by the emerging e-commerce giant in India-‘The Travel’ business. Online travel accounts for nearly 71% of e-commerce business in India.rnDespite all these facts, there is still a gap between tourist’s expectations and perceptions about e-travel agencies. To study this gap that exists in the tourism channel, a study on the existing literature was conducted accompanied with a direct interview with tourists in India. We found that majority of customers are comfortable with online ticket booking, but tour packages and hotels are still booked offline or directly. This basically indicates that, there is a gap between expectations of consumers and actual facilities promised by hotels when booked through an online Travel Agency (OTA’s). The present study is carried out to address this gap in the online travel purchases.rn
Pages: 474-478  |  977 Views  435 Downloads
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