Selecting Online Travel Agents (OTAs) in Khon Kaen: A Look at Consumer Behavior
Keywords:
Online travel agent, Demographic factors, Consumer behaviorAbstract
The purposes of this study were 1) to examine consumers’ behavior using Online Travel Agent services, and 2) to explore types of marketing mix in the hospitality industry. A quantitative method was employed for this study, and a questionnaire was designed to collect the data. The sample consisted of 402 people who live in Khon Kean and who had experience using Online Travel Agent services. One-way ANOVA was used to analyze the data set. The results show that different levels of age, education level, occupation, and income affected the attraction to variables within the marketing mix in relation to the use of Online Travel Agent services. On the other hand, there was no significance resulting from gender or marriage status and marketing mix on how they chose to use Online Travel Agent services. This study benefits hospitality entrepreneurs designing marketing strategies that match the needs of their target market. Additionally, services such as Online Travel Agent could use the results to improve the efficiency of their systems to increase future customer satisfaction.
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