A CAUSAL RELATIONSHIP AMONG TOURIST PERCEPTIONS BETWEEN MARKETING MIX AND THE SOURCE CREDIBILITY OF ONLINE TRAVEL AGENTS (OTAs)

Authors

  • Tinikan Sungsuwan Burapha Business School, BuraphaUniversity
  • Netdao Chaiyakhet Burapha Business School, BuraphaUniversity

DOI:

https://doi.org/10.14456/nrru-rdi.2023.52

Keywords:

Online travel agencies (OTAs), OTAs marketing mix, Source credibility

Abstract

  Creating opportunities for marketing in Online Travel Agencies (OTAs) businesses leads to this research that aims: 1) to investigate the perception level of marketing mix of OTAs concerning the source credibility of accommodation booking platforms via OTAs, 2) to develop a relationship model, and 3) to examine the congruence of a causal relationship model of OTAs marketing mix and source creditability. This quantitative research involved a purposive sampling of 393 participants who have used OTAs through websites and applications in the Bangkok metropolitan area. Close-ended questionnaires, with a reliability coefficient level of 0.93, were collected from customers. Data were analyzed through descriptive statistics including mean, standard deviation, and structural equation modeling to compare acceptable criteria. The result of this study revealed that the content factor of OTAs marketing mix has the highest average level (Mean=4.35), while the trust-worthiness factor of source creditability has the highest average level (Mean=4.29). Both variables exhibit a normal distribution within acceptable criteria. The developed model aligns with empirical data (χ2=155.896, Df=83, χ2/df=1.878, CFI=0.937, TLI=0.909, RMSEA=0.047, RMR=0.029). Additionally, the marketing mix of OTAs positively influences the source credibility of accommodation (β=0.91) with statistical significance (p<0.001). The marketing mix perception of these platforms explain 82% of the source credibility. Hence, the Online Travel Agencies (OTAs) measurement could be utilized as strategic marketing planning guidelines to respond current customer needs.

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โมเดลการรับรู้ส่วนประสมการตลาดของตัวกลางจองที่พักออนไลน์ (OTAs) ต่อความน่าเชื่อถือของแหล่งข้อมูล	ที่พักผ่านตัวกลางจองที่พักออนไลน์ (SCR)

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Published

2023-12-21

How to Cite

Sungsuwan, T., & Chaiyakhet, N. (2023). A CAUSAL RELATIONSHIP AMONG TOURIST PERCEPTIONS BETWEEN MARKETING MIX AND THE SOURCE CREDIBILITY OF ONLINE TRAVEL AGENTS (OTAs). Research Community and Social Development Journal, 17(4), 83–95. https://doi.org/10.14456/nrru-rdi.2023.52

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Research Articles