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The Impact Of Ota €“ Transforming Contemporary Tourists' Intentions

Author

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  • IVAYLO IVANOV

    (Tourism Department, Faculty of Economics, South-West University "Neofit Rilski", Blagoevgrad)

Abstract

Modern hotel bookers claim to switch moods to the digital distribution model of hospitality services. A survey conducted in Bulgaria among frequent travellers reveal their attitudes when making a hotel room reservation. Taking into account the implementation of contemporary digital technologies in everyday life this article is observing the main distribution channels that are used in hotel industry. Compared are the preferences of the different age groups using a questionnaire distributed among them. Online Travel Agencies (OTA) platforms and hotels both compete and collaborate to attract customers in the worldwide web. The results of the survey reveal an ongoing process of digitalization even in sectors highly dependent on human capital. The need for remodelling market strategies of travel companies and adjusting their business performance while taking into account the trends and expectations of consumers is visible. Digitalization of the hotel reservation process in Bulgaria and the domination of Booking.com as a leading OTA confirms the fact that the domestic hotel sector follows modern world tendencies.

Suggested Citation

  • Ivaylo Ivanov, 2020. "The Impact Of Ota €“ Transforming Contemporary Tourists' Intentions," Economics & Law, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 2(2), pages 50-61.
    • Handle: RePEc:neo:ecolaw:v:2:y:2020:i:2:p:50-61
    DOI: 10.37708/el.swu.v2i2.5
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    References listed on IDEAS

    as
    1. Berne, Carmen & Garcia-Gonzalez, Margarita & Mugica, Jose, 2012. "How ICT shifts the power balance of tourism distribution channels," Tourism Management, Elsevier, vol. 33(1), pages 205-214.
    2. Bonazzi, Riccardo & Schegg, Roland, 2016. "An Alternative to Online Travel Agencies for Retention of Hotel Customers," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 10-15, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    OTA; hotel; reservation; Booking.com;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • G41 - Financial Economics - - Behavioral Finance - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making in Financial Markets
    • Z30 - Other Special Topics - - Tourism Economics - - - General
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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