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An Examination of the E-Bookers and E-Browsers in Emerging Markets: Online Browsing Behaviour in Independent Hotels in Hoi An

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Hilary Catherine Murphy

    (Ecole hôtelière de Lausanne)

  • Yung Dang

    (Ecole hôtelière de Lausanne)

  • Meng-Mei Chen

    (Ecole hôtelière de Lausanne)

Abstract

This paper reviews the e-browsing and e-booking behaviours and drivers in the context of a newly emerging market where much of the distribution landscape remains traditional and OTAs have yet to dominate the market. It uses a quantitative approach and the findings indicate that e-bookers and e-browsers share more commonalities than differences, except in their usage of hotel sites. Recommendations are made to retain direct online bookings, avoid commissions from agents and engage with customers directly. The managerial implications focus on improved website performance for both e-browsers and e-bookers.

Suggested Citation

  • Hilary Catherine Murphy & Yung Dang & Meng-Mei Chen, 2015. "An Examination of the E-Bookers and E-Browsers in Emerging Markets: Online Browsing Behaviour in Independent Hotels in Hoi An," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 763-774, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14343-9_55
    DOI: 10.1007/978-3-319-14343-9_55
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