A Study on Consumer Behaviour Towards Online Travel Agency

Abstract

Purpose: The purpose of this research paper is to understand factors Influencing the Consumer Behaviour towards Online Travel Agency. Research Methodology: This paper only provides a Data that has been collected through structured surveys and interviews with consumers who frequently use Online Travel Agencies (OTAs). This will focus on customer preferences, decision-making processes, and satisfaction with OTA services. Research Findings: The research show that most OTA users are young, aged 15-25 years, and highly educated, with 65.4% having completed post-graduation. Reviews and ratings emerged as the most influential factors for OTA usage, followed by convenience and variety of options. Satisfaction levels across critical areas such as booking processes, services, customer care, usability, and accuracy of information remain moderate, with significant portions of respondents only partially satisfied. Notably, 56% of users are willing to change their OTAs for even better deals and services-again, a very competitive market. There is moderately high probability that users will be continuing to use OTAs and recommending them to their friends and family, leaving considerable room for improvement in this area, particularly in making improvements to customer service in addition to providing better value for money and accurate information to users. The building of loyalty, satisfaction, and long-term competitiveness in the OTA market requires closing these gaps. Originality/Value: This paper aims to discuss on consumer behavior in the OTA market, examining factors influencing decision-making, such as trust, website usability, and price comparison features. Their study underscores the importance of user-friendly interfaces and transparent pricing in building customer loyalty. It also highlights the role of peer reviews and ratings in shaping consumer choices, suggesting that social proof is a significant driver in OTA success.
Research Question: What factors influence your decision to book through an OTA?