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15/01/2024
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Nguyen, V. T. L. (2024). Customers’ Attitudes Toward the Use of Online Travel Agency Websites’ Travel Services: A Literature Review. Tạp chí Khoa học Đại học Đông Á, 2(4). https://doi.org/10.59907/daujs.2.4.2023.162
Customers' Attitudes Toward the Use of Online Travel Agency Websites' Travel Services: A Literature Review
Nội dung chính của bài viết
Tóm tắt
The use of online travel agencies (OTAs) has experienced a surge in popularity in recent years, as a rising number of individuals depend on the internet for the purpose of organizing and reserving their travel arrangements. The objective of this literature study is to present a comprehensive analysis of customers' perceptions regarding the utilization of online travel agency (OTA) websites' travel services. The data for this review was obtained exclusively from the Google Scholar database, covering the period from 2008 to 2023. The extant body of literature pertaining to online travel agencies (OTAs) has delineated three primary domains of interest: the assessment of customer inclination to engage in transactions through OTAs, the determinants that shape customers' choices to avail OTA services, and the challenges encountered by OTA platforms. OTA channels have emerged as a valuable support mechanism for both enterprises and travel agencies, necessitating the implementation of several strategies to foster a favorable client disposition towards OTA services.
Chi tiết bài viết
Từ khóa
attitude, customer, travel service, Online Travel Agent, loyalty
Tài liệu tham khảo
Agustin, K. I. (2018). Information systems success dimension in Indonesia online travel agency industry. Russian Journal of Agricultural and Socio-Economic Sciences, 83(11), 221-228. https://doi.org/10.18551/rjoas.2018-11.26
Albayrak, T., Karasakal, S., Kocabulut, Ö., and Dursun, A. (2020). Customer loyalty towards travel agency websites: The role of trust and hedonic value. Journal of Quality Assurance in Hospitality and Tourism, 21(1), 50-77. https://doi.org/10.1080/1528008X.2019.1619497
Amaro, S., and Duarte, P. (2013). Online travel purchasing: A literature review. Journal of Travel and Tourism Marketing, 30(8), 755-785. https://doi.org/10.1080/10548408.2013.835227
Ariyanto, D., Dewi, A. A., and Jhuniantara, I. M. G. (2020). Perceived learning assistance and perceived community building assistance: Study on e-learning system. Systematic Reviews in Pharmacy, 11(12), 330–339. https://doi.org/10.31838/srp.2020.12.53
Agarwal, A. (2019). Online Customer Experience:A Literature Review. Parikalpana: KIIT Journal of Management, 15(1and2), 189-198. https://doi.org/10.23862/kiit-parikalpana/2019/v15/i1-2/190205
Carlson, J., O’Cass, A., and Ahrholdt, D. (2015). Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination. Journal of Retailing and Consumer Services, 27, 90-102. https://doi.org/10.1016/j.jretconser.2015.07.008
China Travel News (2019). China OTAs turn over 700 billion yuan in H1 2019, Ctrip accounts for 55.7%. Chinatravelnews. https://www.chinatravelnews.com/article/131335
Chung, M. Ko, E. Joung, H. and Kim, S.J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands, Journal of Business Research, 117, 587-595. https://doi.org/10.1016/j.jbusres.2018.10.004
Dwikesumasari, P. R., and Ervianty, R. M. (2017). Customer Loyalty Analysis of Online Travel Agency App with Customer Satisfaction as A Mediation Variable, Advances in Intelligent Systems Research, 131, 104–108. https://doi.org/10.2991/icoi-17.2017.18
Filieri, R. (2016). What makes an online consumer review trustworthy? Annals of Tourism Research, 58. 46-64. https://doi.org/10.1016/j.annals.2015.12.019
Feinstein, E. (2018). OTA’s vs. direct hotel bookings: Which is the leading trend for 2018. TravelDailyNews, https://www. traveldailynews. com/post/otas-vs-direct-hotelbookings-which-is-the-leading-trend-for-2018
Ha, S., and Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571. https://doi.org/10.1016/j.jbusres.2008.06.016
Hozhabri, A., Raeesi, R., Md Nor, K., Salimianrizi, H., and Tayebiniya, J. (2014). Online re-purchase intention: Testing expectation confirmation model ECM on online shopping context in Iran. 8th International Conference on E-Commerce in Developing Countries: With Focus on e-Trust, ECDC 2014. https://doi.org/10.1109/ECDC.2014.6836757
Hung, S. W., Cheng, M. J., and Chen, P. C. (2012). Reexamining the factors for trust in cultivating online customer repurchase intentions: The moderating effect of perceived waiting. International Journal of Human-Computer Interaction, 28(10), 666-677. https://doi.org/10.1080/10447318.2011.654201
Jeong, C., Holland, S., Jun, S. H., and Gibson, H. (2012). Enhancing destination image through travel website information. International journal of tourism research, 14(1), 16-27. https://doi.org/10.1002/jtr.827
Jeon, M. M., and Jeong, M. (2016). Influence of website quality on customer perceived service quality of a lodging website. Journal of Quality Assurance in Hospitality and Tourism, 17(4), 453–470. https://doi.org/10.1080/1528008X.2015.1127193
Kim, H.B., Kim, T. (Terry), and Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce websites. Tourism Management, 30(2), 266–277. https://doi.org/10.1016/j.tourman.2008.07.001
Kim, M.J., Chung, N. and Lee, C.K. (2011). The effect of perceived trust on electronic commerce: shopping online for tourism products and services in South Korea, Tourism Management, 32(2), 256-265. https://doi.org/10.1016/j.tourman.2010.01.011
Law, R., and Wong, J. (2003). Successful factors for a travel web site: Perceptions of on-line purchasers in Hong Kong. Journal of Hospitality and Tourism Research, 27(1), 118–124. https://doi.org/10.1177/1096348002238884
Lim, W. M., and Ting, D. H. (2012). E-shopping: an Analysis of the Technology Acceptance Model. Modern Applied Science, 6(4), 49. https://doi.org/10.5539/mas.v6n4p49
Lin, C. P., and Bhattacherjee, A. (2010). Extending technology usage models to interactive hedonic technologies: a theoretical model and empirical test. Information Systems Journal, 20(2), 163-181. https://doi.org/10.1111/j.1365-2575.2007.00265.x
Lin, C. Y., Fang, K., and Tu, C. C. (2010). Predicting consumer repurchase intentions to shop online. Journal of Computers, 5(10), 1527-1533. https://doi.org/10.4304/jcp.5.10.1527-1533
Lu, H. P., and Hsiao, K. L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information and Management, 47(3), 150-157. https://doi.org/10.1016/j.im.2010.01.003
Luor, T.T., Wu, L.L., Lu, H.P. and Tao, Y.H. (2010). The effect of emoticons in simplex and complex task-oriented communication: an empirical study of instant messaging. Computers in Human Behavior, 26(5). 889-895. https://doi.org/10.1016/j.chb.2010.02.003
McLean, G. and Osei-Frimpong, K. (2017). Examining satisfaction with the experience during a live chat service encounter- implications for website providers. Computers in Human Behavior, 76. 494-508. https://doi.org/10.1016/j.chb.2017.08.005
McLean, G. (2017). Investigating the online customer experience – a B2B perspective. Marketing Intelligence and Planning, 35(5). 657-672. https://doi.org/10.1108/MIP-12-2016-0222
McLean, G., Osei-Frimpong, K., Wilson, A., and Pitardi, V. (2020). How live chat assistants drive travel consumers’ attitudes, trust and purchase intentions: the role of human touch. International Journal of Contemporary Hospitality Management, 32(5), 1795-1812. https://doi.org/10.1108/IJCHM-07-2019-0605
Mohd-Any, A. A., Winklhofer, H., and Ennew, C. (2015). Measuring users’ value experience on a travel website (e-value) what value is cocreated by the user? Journal of Travel Research, 54(4), 496-510. https://doi.org/10.1177/00472875145228
Nguyen, Q. T, and Pham, P. T. (2022). Các yếu tố ảnh hưởng đến sự hài lòng và ý định tiếp tục đặt phòng qua website đại lý du lịch trực tuyến: Trường hợp nghiên cứu khách hàng là nhân viên văn phòng tại Thành phố Hồ Chí Minh [Factors affecting satisfaction and re-purchase intention through online travel agency’s website: the case study on office staff working in Ho Chi Minh city]. Tạp chí Nghiên cứu Tài chính-Marketing, 70(4), 27-41. https://doi.org/10.52932/jfm.vi70
Oncioiu, I., and Priescu, I. (2022). The use of virtual reality in tourism destinations as a tool to develop tourist behavior perspective. Sustainability, 14(7), 1-15. https://doi.org/10.3390/su14074191
Pan, B., Zhang, L., and Law, R. (2013). The complex matter of online hotel choice. Cornell Hospitality Quarterly, 54(1), 74-83. https://doi.org/10.1177/1938965512463264
Ponte, E.B., Carvajal-Trujillo, E. and Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: integrating the effects of assurance on trust antecedents. Tourism Management, 47. 286-302. https://doi.org/10.1016/j.tourman.2014.10.009
Ramayah, T., Rahman, S. A., and Ling, N. C. (2018). How do Consumption Values Influence Online Purchase Intention among School Leavers in Malaysia? Revista Brasileira de Gestão de Negócios, 20(4), 638-654. https://doi.org/10.7819/rbgn.v0i0.3139
Rehman, S. U., Bhatti, A., Mohamed, R., and Ayoup, H. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 9(1), 1-25. https://doi.org/10.1186/s40497-019-0166-2
Talwar, S., Dhir, A., Kaur, P., and Mäntymäki, M. (2020). Why do people purchase from online travel agencies (OTAs)? A consumption values perspective. International Journal of Hospitality Management, 88, 102534. https://doi.org/10.1016/j.ijhm.2020.102534
Thornton (2019). Grant Thornton's Hotel Survey 2019. GrantThornton. https://www.grantthornton.com.vn/press/press-release-2019/grant-thorntons-hotel-survey-2019/
Turel, O., Connelly, C.E. and Fisk, G.M. (2013). Service with an e-smile: employee authenticity and customer use of web-based support services. Information and Management, 50(2/3). 98-104. https://doi.org/10.1016/j.im.2013.02.004
Vietnam Booking (2021). OTA là gì? Các kênh OTA hiện nay được lựa chọn nhiều nhất [What are OTAs? OTA channels are currently the most selected]. Vietnambooking. https://www.vietnambooking.com/khach-san/tin-tuc-khach-san/ota-la-gi-cac-kenh-ota-hien-nay.html
Wen, C., Prybutok, V. R., and Xu, C. (2011). An integrated model for customer online repurchases intention. Journal of Computer Information Systems, 52(1), 14-23. https://doi.org/10.1080/08874417.2011.11645518
Winarko, H. B., and Husna, A. (2020). The Consumer Behavior toward Online Travelling Agency (OTA): Evidence from Indonesia. International Journal of Tourism and Hospitality Reviews, 7(1), 20-29.
Yahyapour, N. (2008). Determining factors affecting intention to adopt banking recommender system: case of Iran [Master's thesis, Luleå University of Technology]. DiVA portal. http://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1022238anddswid=-2952
Ye, S., Ying, T., Zhou, L. and Wang, T. (2019). Enhancing customer trust in peer-to-peer accommodation: a ‘soft’ strategy via social presence. International Journal of Hospitality Management, 79. 1-10. https://doi.org/10.1016/j.ijhm.2018.11.017
Yuan, D., Lin, Z., and Zhuo, R. (2016). What drives consumer knowledge sharing in online travel communities? Personal attributes or e-service factors?. Computers in Human Behavior, 63, 68-74. https://doi.org/10.1016/j.chb.2016.05.019
Zhang, J., Chiu, R., and Wei, L. (2009). Decision-making process of internal whistleblowing behavior in China: Empirical evidence and implications. Journal of Business Ethics, 88(1), 25–41. https://doi.org/10.1007/s10551-008- 9831-z
Albayrak, T., Karasakal, S., Kocabulut, Ö., and Dursun, A. (2020). Customer loyalty towards travel agency websites: The role of trust and hedonic value. Journal of Quality Assurance in Hospitality and Tourism, 21(1), 50-77. https://doi.org/10.1080/1528008X.2019.1619497
Amaro, S., and Duarte, P. (2013). Online travel purchasing: A literature review. Journal of Travel and Tourism Marketing, 30(8), 755-785. https://doi.org/10.1080/10548408.2013.835227
Ariyanto, D., Dewi, A. A., and Jhuniantara, I. M. G. (2020). Perceived learning assistance and perceived community building assistance: Study on e-learning system. Systematic Reviews in Pharmacy, 11(12), 330–339. https://doi.org/10.31838/srp.2020.12.53
Agarwal, A. (2019). Online Customer Experience:A Literature Review. Parikalpana: KIIT Journal of Management, 15(1and2), 189-198. https://doi.org/10.23862/kiit-parikalpana/2019/v15/i1-2/190205
Carlson, J., O’Cass, A., and Ahrholdt, D. (2015). Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination. Journal of Retailing and Consumer Services, 27, 90-102. https://doi.org/10.1016/j.jretconser.2015.07.008
China Travel News (2019). China OTAs turn over 700 billion yuan in H1 2019, Ctrip accounts for 55.7%. Chinatravelnews. https://www.chinatravelnews.com/article/131335
Chung, M. Ko, E. Joung, H. and Kim, S.J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands, Journal of Business Research, 117, 587-595. https://doi.org/10.1016/j.jbusres.2018.10.004
Dwikesumasari, P. R., and Ervianty, R. M. (2017). Customer Loyalty Analysis of Online Travel Agency App with Customer Satisfaction as A Mediation Variable, Advances in Intelligent Systems Research, 131, 104–108. https://doi.org/10.2991/icoi-17.2017.18
Filieri, R. (2016). What makes an online consumer review trustworthy? Annals of Tourism Research, 58. 46-64. https://doi.org/10.1016/j.annals.2015.12.019
Feinstein, E. (2018). OTA’s vs. direct hotel bookings: Which is the leading trend for 2018. TravelDailyNews, https://www. traveldailynews. com/post/otas-vs-direct-hotelbookings-which-is-the-leading-trend-for-2018
Ha, S., and Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571. https://doi.org/10.1016/j.jbusres.2008.06.016
Hozhabri, A., Raeesi, R., Md Nor, K., Salimianrizi, H., and Tayebiniya, J. (2014). Online re-purchase intention: Testing expectation confirmation model ECM on online shopping context in Iran. 8th International Conference on E-Commerce in Developing Countries: With Focus on e-Trust, ECDC 2014. https://doi.org/10.1109/ECDC.2014.6836757
Hung, S. W., Cheng, M. J., and Chen, P. C. (2012). Reexamining the factors for trust in cultivating online customer repurchase intentions: The moderating effect of perceived waiting. International Journal of Human-Computer Interaction, 28(10), 666-677. https://doi.org/10.1080/10447318.2011.654201
Jeong, C., Holland, S., Jun, S. H., and Gibson, H. (2012). Enhancing destination image through travel website information. International journal of tourism research, 14(1), 16-27. https://doi.org/10.1002/jtr.827
Jeon, M. M., and Jeong, M. (2016). Influence of website quality on customer perceived service quality of a lodging website. Journal of Quality Assurance in Hospitality and Tourism, 17(4), 453–470. https://doi.org/10.1080/1528008X.2015.1127193
Kim, H.B., Kim, T. (Terry), and Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce websites. Tourism Management, 30(2), 266–277. https://doi.org/10.1016/j.tourman.2008.07.001
Kim, M.J., Chung, N. and Lee, C.K. (2011). The effect of perceived trust on electronic commerce: shopping online for tourism products and services in South Korea, Tourism Management, 32(2), 256-265. https://doi.org/10.1016/j.tourman.2010.01.011
Law, R., and Wong, J. (2003). Successful factors for a travel web site: Perceptions of on-line purchasers in Hong Kong. Journal of Hospitality and Tourism Research, 27(1), 118–124. https://doi.org/10.1177/1096348002238884
Lim, W. M., and Ting, D. H. (2012). E-shopping: an Analysis of the Technology Acceptance Model. Modern Applied Science, 6(4), 49. https://doi.org/10.5539/mas.v6n4p49
Lin, C. P., and Bhattacherjee, A. (2010). Extending technology usage models to interactive hedonic technologies: a theoretical model and empirical test. Information Systems Journal, 20(2), 163-181. https://doi.org/10.1111/j.1365-2575.2007.00265.x
Lin, C. Y., Fang, K., and Tu, C. C. (2010). Predicting consumer repurchase intentions to shop online. Journal of Computers, 5(10), 1527-1533. https://doi.org/10.4304/jcp.5.10.1527-1533
Lu, H. P., and Hsiao, K. L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information and Management, 47(3), 150-157. https://doi.org/10.1016/j.im.2010.01.003
Luor, T.T., Wu, L.L., Lu, H.P. and Tao, Y.H. (2010). The effect of emoticons in simplex and complex task-oriented communication: an empirical study of instant messaging. Computers in Human Behavior, 26(5). 889-895. https://doi.org/10.1016/j.chb.2010.02.003
McLean, G. and Osei-Frimpong, K. (2017). Examining satisfaction with the experience during a live chat service encounter- implications for website providers. Computers in Human Behavior, 76. 494-508. https://doi.org/10.1016/j.chb.2017.08.005
McLean, G. (2017). Investigating the online customer experience – a B2B perspective. Marketing Intelligence and Planning, 35(5). 657-672. https://doi.org/10.1108/MIP-12-2016-0222
McLean, G., Osei-Frimpong, K., Wilson, A., and Pitardi, V. (2020). How live chat assistants drive travel consumers’ attitudes, trust and purchase intentions: the role of human touch. International Journal of Contemporary Hospitality Management, 32(5), 1795-1812. https://doi.org/10.1108/IJCHM-07-2019-0605
Mohd-Any, A. A., Winklhofer, H., and Ennew, C. (2015). Measuring users’ value experience on a travel website (e-value) what value is cocreated by the user? Journal of Travel Research, 54(4), 496-510. https://doi.org/10.1177/00472875145228
Nguyen, Q. T, and Pham, P. T. (2022). Các yếu tố ảnh hưởng đến sự hài lòng và ý định tiếp tục đặt phòng qua website đại lý du lịch trực tuyến: Trường hợp nghiên cứu khách hàng là nhân viên văn phòng tại Thành phố Hồ Chí Minh [Factors affecting satisfaction and re-purchase intention through online travel agency’s website: the case study on office staff working in Ho Chi Minh city]. Tạp chí Nghiên cứu Tài chính-Marketing, 70(4), 27-41. https://doi.org/10.52932/jfm.vi70
Oncioiu, I., and Priescu, I. (2022). The use of virtual reality in tourism destinations as a tool to develop tourist behavior perspective. Sustainability, 14(7), 1-15. https://doi.org/10.3390/su14074191
Pan, B., Zhang, L., and Law, R. (2013). The complex matter of online hotel choice. Cornell Hospitality Quarterly, 54(1), 74-83. https://doi.org/10.1177/1938965512463264
Ponte, E.B., Carvajal-Trujillo, E. and Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: integrating the effects of assurance on trust antecedents. Tourism Management, 47. 286-302. https://doi.org/10.1016/j.tourman.2014.10.009
Ramayah, T., Rahman, S. A., and Ling, N. C. (2018). How do Consumption Values Influence Online Purchase Intention among School Leavers in Malaysia? Revista Brasileira de Gestão de Negócios, 20(4), 638-654. https://doi.org/10.7819/rbgn.v0i0.3139
Rehman, S. U., Bhatti, A., Mohamed, R., and Ayoup, H. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 9(1), 1-25. https://doi.org/10.1186/s40497-019-0166-2
Talwar, S., Dhir, A., Kaur, P., and Mäntymäki, M. (2020). Why do people purchase from online travel agencies (OTAs)? A consumption values perspective. International Journal of Hospitality Management, 88, 102534. https://doi.org/10.1016/j.ijhm.2020.102534
Thornton (2019). Grant Thornton's Hotel Survey 2019. GrantThornton. https://www.grantthornton.com.vn/press/press-release-2019/grant-thorntons-hotel-survey-2019/
Turel, O., Connelly, C.E. and Fisk, G.M. (2013). Service with an e-smile: employee authenticity and customer use of web-based support services. Information and Management, 50(2/3). 98-104. https://doi.org/10.1016/j.im.2013.02.004
Vietnam Booking (2021). OTA là gì? Các kênh OTA hiện nay được lựa chọn nhiều nhất [What are OTAs? OTA channels are currently the most selected]. Vietnambooking. https://www.vietnambooking.com/khach-san/tin-tuc-khach-san/ota-la-gi-cac-kenh-ota-hien-nay.html
Wen, C., Prybutok, V. R., and Xu, C. (2011). An integrated model for customer online repurchases intention. Journal of Computer Information Systems, 52(1), 14-23. https://doi.org/10.1080/08874417.2011.11645518
Winarko, H. B., and Husna, A. (2020). The Consumer Behavior toward Online Travelling Agency (OTA): Evidence from Indonesia. International Journal of Tourism and Hospitality Reviews, 7(1), 20-29.
Yahyapour, N. (2008). Determining factors affecting intention to adopt banking recommender system: case of Iran [Master's thesis, Luleå University of Technology]. DiVA portal. http://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1022238anddswid=-2952
Ye, S., Ying, T., Zhou, L. and Wang, T. (2019). Enhancing customer trust in peer-to-peer accommodation: a ‘soft’ strategy via social presence. International Journal of Hospitality Management, 79. 1-10. https://doi.org/10.1016/j.ijhm.2018.11.017
Yuan, D., Lin, Z., and Zhuo, R. (2016). What drives consumer knowledge sharing in online travel communities? Personal attributes or e-service factors?. Computers in Human Behavior, 63, 68-74. https://doi.org/10.1016/j.chb.2016.05.019
Zhang, J., Chiu, R., and Wei, L. (2009). Decision-making process of internal whistleblowing behavior in China: Empirical evidence and implications. Journal of Business Ethics, 88(1), 25–41. https://doi.org/10.1007/s10551-008- 9831-z