Navigating the Online Travel Landscape

Factors Influencing Tourists' Choice of OTAs in Delhi and NCR Region in India

Resumo

The purpose this study is to identify factors influencing tourists’ choice of online travel agencies (OTAs) in Delhi and NCR, India, within the era of digital technologies. This study employed a non-probabilistic research approach with purposive sampling to analyse data from 552 primary respondents who had used OTA platforms in the past twelve months. SPSS was used to conduct exploratory factor analysis, enabling the identification of underlying patterns in the data. This study illuminates the crucial factors that motivate travellers to utilise OTA platforms for their needs. This study investigated six key factors influencing the use of online travel platforms: ease of use and information accessibility, motivation for obtaining detailed travel information, personalisation and customisation options, reviews and social proof from fellow travellers, availability of discount deals, and the desire for the best tour packages. The study's insights contribute with valuable knowledge to the existing literature on the unified theory of acceptance and use of technology and social influence theory. This study also offers practical guidance to OTA managers with actionable strategies to refine their services in alignment with user expectations. Furthermore, the findings of this study emphasise the role of social factors in technology adoption and provide valuable insights that can guide future research in the field of consumer behaviour.

Biografias do Autor

Animesh Kumar Sharma, Lovely Professional University

Animesh Kumar Sharma is a Research Scholar at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India and working as Manager - Marketing and Corporate Communication with Vatika Business Centres Private Limited (A Vatika Group Company), Gurugram, India. His research interests are digital marketing, social media marketing, search engine marketing, artificial intelligence, machine learning, data analytics and the applications of technology in business.

Rahul Sharma, Lovely Professional University

Dr. Rahul Sharma is a highly accomplished professor of Marketing with over 14 years of experience in academia. He has a Ph.D. in Marketing and has published over 15 articles in high-quality journals in the field. Dr. Sharma's research interests include consumer behavior, business analytics, and digital marketing. In addition to his research, Dr. Rahul is also a highly sought-after resource person in various faculty development programs.

Publicado
2025-05-06
Como Citar
Sharma, A., & Sharma, R. (2025). Navigating the Online Travel Landscape. Revista Turismo & Desenvolvimento, 48, 203-228. https://doi.org/10.34624/rtd.v48i0.36637
Secção
Artigos