The Multifaceted Motivations behind Online Travel Agency (OTA) Platform Usage in the AI Era

Authors

Keywords:

consumer behaviour, artificial intelligence, online travel agency, ai era, OTAs, motivation

Abstract

This research paper investigates the motivating factors that drive users to use online travel agency (OTA) platforms in the era of artificial intelligence (AI). This study employed exploratory factor analysis to find the motivating factors of the travellers. The primary data was gathered from Online Travel Agencies (OTAs) platform users who have used the OTA platform in the period of the last twelve months for their travel-related bookings. This study reveals that factors such as the ease of use of OTAs, the ability to plan customized travel holidays, access to online travel reviews, availability of comprehensive travel information, and the best deals on holiday travel packages as key motivating factors for utilizing OTA platforms. This research provides valuable insights into the diverse motivations that drive users to engage with OTAs. The research findings are expected to assist OTAs in understanding customers' intentions to utilize their platforms and provide travellers with optimal travel experiences. This research furnishes insights into the OTA platform for the design of user-friendly interfaces, the enhancement of personalization options, the optimization of discount offers, the creation of marketing campaigns to attract new customers, and the retargeting of previous users, ultimately enhancing the overall customer experience and satisfaction within the online travel industry.

Author Biography

  • Animesh Sharma, Lovely Professional University

    Animesh Kumar Sharma is a Research Scholar at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India and working as Manager - Marketing and Corporate Communication with Vatika Business Centres Private Limited (A Vatika Group Company), Gurugram, India. His research interests are digital marketing, social media marketing, search engine marketing, artificial intelligence, machine learning, data analytics and the applications of technology in business.

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Published

05-08-2024

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Articles

How to Cite

The Multifaceted Motivations behind Online Travel Agency (OTA) Platform Usage in the AI Era. (2024). International Journal of Information Management Sciences, 8(1), 31-63. https://ijims.org/index.php/home/article/view/86

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