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.
