The influencing factors of hoteliers in malaysia to affiliate with certain Online Travel Agencies (OTAs) / Ramli Saad ... [et al.]

Saad, Ramli and Wan Mahamad, Wan Shahrul Aziah and Mohd Ghazalic, Nurul Azizah (2018) The influencing factors of hoteliers in malaysia to affiliate with certain Online Travel Agencies (OTAs) / Ramli Saad ... [et al.]. In: International Business & Management Academic Colloquium 2018. Faculty of Business & Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah, p. 9. ISBN 9789670314563

Abstract

The number of Online Travel Agencies (OTAs) has increased dramatically over the last couple of years. This shows that the existing of intermediaries particularly in hospitality industry has transformed transforming from physical to virtual concept. It is a convenient way of making a booking, either on the computer or via a mobile device and could be made anywhere at any given time. Thus, this paper aims to empirically examine the influencing factors of hoteliers in Malaysia to affiliate with certain Online Travel Agencies (OTAs). A sample of two hundred hoteliers was randomly chosen in this survey with one hundred and fifty five feedbacks received. Regression analysis has been used to determine the influencing factors (commission requested, service provided, number of competitors and customer base) of hoteliers in Malaysia to affiliate with certain Online Travel Agencies (OTAs). The result from hypotheses testing has shown that service provided and customer base have significant influence. Results which were obtained from the study can be useful in the future for Online Travel Agencies (OTAs) to make better decision in dealing with their hoteliers particularly during the current Industrial Revolution 4.0 era.

Metadata

Item Type: Book Section
Creators:
Creators
Email / ID Num.
Saad, Ramli
ramli107@kedah.uitm.edu.my
Wan Mahamad, Wan Shahrul Aziah
UNSPECIFIED
Mohd Ghazalic, Nurul Azizah
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
Divisions: Universiti Teknologi MARA, Kedah > Sg Petani Campus > Faculty of Business and Management
Page Range: p. 9
Keywords: Online Travel Agents (OTAs), Commission Requested, Service Provided, Competitors, Customer Base
Date: 2018
URI: https://ir.uitm.edu.my/id/eprint/36653
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36653

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