Influence of online travel agents on customers' perception in Thailand' hotel industry: independent that online travelers.

Abstract

Significant growth in online travel agencies in Thailand has been impacting toward various types of hotel businesses. It provokes in researcher’s doubt to investigate what drives behind its success. An objective mainly focuses on the perception of individual Thai online traveler when making a hotel reservation in Thailand with online travel agents (OTAs). This research paper will integrate in a conceptual model to develop and explain factors effecting travelers’ behaviors and perceptions toward their final purchased decision. With an ease and usefulness of technology, it has taken a great advantage in serving the Internet value resulting in attitude and intention of buyers. Special promotions, buyers’ experience, social media, and points earning stimulation are main attributes of online travelers to purchased more with OTAs. It is necessary for hoteliers to synthesis and understands their business role to manage in order to pull market share back. The findings will further extend more knowledge for hotel segments predicting a consumer’s trend and behavior.

KEY WORDS: Online Travel Agents (OTAs), Technology Acceptance Model, Hotel Thailand