![]() Accordingly, it is essential to understand consumers’ current needs and reexamine their experience using OTA platforms.īehavioral intention is a significant aspect of the study of consumer behavior. The pandemic has challenged OTAs to rethink their business models and plans (UNWTO 2020). In many countries, travel restrictions severely disrupted the tourism industry, which constitutes a significant proportion of the economy (Reuters 2020). However, tourism has been one of the sectors most affected by the COVID-19 pandemic: The global market for OTAs dropped suddenly from $744.7 billion in 2019 to $595.8 billion in 2020, a 20% decline (GlobeNewswire 2020). In 2019, the worldwide OTA market was valued at $744.7 billion, with 7.9% annual growth since 2015. The hospitality industry has become one of the fastest growing sectors in the travel industry. Online travel agencies (OTAs), such as Expedia, TripAdvisor, Ctrip, and Traveloka, are aggregators that offer travel-related services to prospective travelers through websites or mobile applications (hereafter, “platforms”) (Talwar et al.
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