INVESTIGATING TOURISTS’ ONLINE TRAVEL AGENCY SELECTION INTENTION: AN EMPIRICAL ANALYSIS ON BANGLADESH

Q1 Social Sciences

Geojournal of Tourism and Geosites Pub Date : 2023-12-29 DOI:10.30892/gtg.50401-1119

Zaber Hossain, Mahbubar Rahman, Kamal Hossain, Subrata Kumar

{"title":"INVESTIGATING TOURISTS’ ONLINE TRAVEL AGENCY SELECTION INTENTION: AN EMPIRICAL ANALYSIS ON BANGLADESH","authors":"Zaber Hossain, Mahbubar Rahman, Kamal Hossain, Subrata Kumar","doi":"10.30892/gtg.50401-1119","DOIUrl":null,"url":null,"abstract":"Online travel agency (OTA) attributes are significant to travelers in deciding which travel agency to select for their trip since different attributes represent different levels of perceived value to the travelers. The study aims to investigate the OTA attributes generated perceived value effect on OTA selection intention by Bangladeshi tourists. Data were collected by following a purposive sampling technique from 307 tourists of Bangladesh who buy from OTA and analyzed by utilizing SPSS version 24 integrated with AMOS version 26, applying structural equation modeling (SEM). Information quality, price, privacy and security, ease of use and online review are considered the features of OTA that influence perceived value and perceived value influence OTA selection intention. The result showed that the information quality, price, privacy and security, and ease of use significantly and positively influence perceived value, while online reviews were found to have no significant relationship. The perceived value also positively influences the OTA selection intentions of tourists. This study will provide important directions for OTA service providers in developing better strategies to improve OTA performance.","PeriodicalId":38173,"journal":{"name":"Geojournal of Tourism and Geosites","volume":"91 10","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Geojournal of Tourism and Geosites","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.30892/gtg.50401-1119","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Social Sciences","Score":null,"Total":0}

引用次数: 0

Abstract

Online travel agency (OTA) attributes are significant to travelers in deciding which travel agency to select for their trip since different attributes represent different levels of perceived value to the travelers. The study aims to investigate the OTA attributes generated perceived value effect on OTA selection intention by Bangladeshi tourists. Data were collected by following a purposive sampling technique from 307 tourists of Bangladesh who buy from OTA and analyzed by utilizing SPSS version 24 integrated with AMOS version 26, applying structural equation modeling (SEM). Information quality, price, privacy and security, ease of use and online review are considered the features of OTA that influence perceived value and perceived value influence OTA selection intention. The result showed that the information quality, price, privacy and security, and ease of use significantly and positively influence perceived value, while online reviews were found to have no significant relationship. The perceived value also positively influences the OTA selection intentions of tourists. This study will provide important directions for OTA service providers in developing better strategies to improve OTA performance.

查看原文本刊更多论文

游客在线旅行社选择意向调查：孟加拉国的实证分析

在线旅行社（OTA）的属性对于游客决定选择哪家旅行社进行旅行具有重要意义，因为不同的属性代表了游客不同程度的感知价值。本研究旨在调查 OTA 属性产生的感知价值对孟加拉国游客 OTA 选择意向的影响。研究采用有目的的抽样技术，从 307 名购买 OTA 的孟加拉国游客中收集数据，并利用 SPSS 24 版和 AMOS 26 版，运用结构方程模型（SEM）对数据进行分析。信息质量、价格、隐私和安全、易用性和在线评论被认为是影响感知价值的 OTA 特征，而感知价值影响 OTA 选择意向。结果表明，信息质量、价格、隐私和安全性以及易用性对感知价值有显著的正向影响，而在线评论则没有显著影响。感知价值也对游客的 OTA 选择意向产生积极影响。这项研究将为 OTA 服务提供商制定更好的战略以提高 OTA 的绩效提供重要的指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Geojournal of Tourism and Geosites Social Sciences-Geography, Planning and Development

CiteScore

3.90

自引率

0.00%

发文量

156

审稿时长

24 weeks

期刊介绍： GeoJournal of Tourism and Geosites is a scientific publication, with an international status. The Journal is issued under the aegis of the University of Oradea, Department of Geography, Tourism and Territorial Planning, Territorial Studies and Analysis Centre (Romania) and the Academy of Physical Education and Sports from Gdańsk, Faculty of Tourism and Recreation (Poland). At the initiative of an international group of specialists, based on an editorial and scientific committee with a wide international coverage, including leading figures in the field, in 2008 was published the first English issue of the GeoJournal of Tourism and Geosites. The printable format (2-3 issues per year) is supported by the on-line version. The journal aims to publish relevant contributions in tourism, geosites and other areas whose analysis is related to these fields, standing out through originality and scientific contribution to the knowledge and development of this area. An important objective is to promote academic and applied research based on interdisciplinarity with a complex local and global approach.