Factors Influencing Consumer Preferences for Online Travel Agencies in Chennai

Abstract

Purpose

This research attempts to investigate the determinants of consumer preference towards Online Travel Agencies (OTAs) in Chennai, India and perception regarding the role of trust, convenience and personalization in consumer decision-making. The study is going to help the industry gain a better understanding into the amount of loyalty tourist consumers show toward OTAs, and develop a blueprint for hoteliers to refine their services for customer retention.

Design/Methodology/Approach

The research is a qualitative study and data were gathered through in-depth interviews and focus group discussions (FGDs) conducted with consumers who appeared as the ones who had been actively using OTAs in Chennai city. A thematic analysis approach will be applied when analyzing the data obtained from these interactions, to identify commonalities in consumers' preferences.

Findings

The study identifies that the consumer preferences to OTAs are largely influenced by various categories such as user friendliness, pricing advantages, personalized offers and customer support. The trust factor, and notably the trust in the security of online transactions, is a significant determinant of consumer adoption. These results underscore the necessity of examining consumer behaviour from a cultural and technological standpoint.

Originality/Value

The study is one of the limited qualitative studies concentrating on consumer propensities to book through OTAs in Chennai, India. It helps narrow the research gap of the influences that lead to the differences in online buying behaviour because of local culture and technology conditions and provides a new point of view for OOTAs in each region.