Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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An Investigation of The Online Travel Agencies' Usability

  • Lee, Kwang-Woo (Dept. of Tourism Management, College of Economics and Business Administration, Daegu University)
  • Received : 2017.12.13
  • Accepted : 2018.02.22
  • Published : 2018.02.28
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Abstract

This study investigated if and why there are gulfs between expectations and perceived value for usability. The main objectives of this study are as follows: (a) to examine the differences between expectation and perceived value for usability toward an OTA; and (b) to investigate the reason and purpose for customer visits toward an OTAs. By analyzing the distance between expected and the perceived value for the usability, OTAs can then close this distance and then be able to improve the usefulness of their websites. In addition, after investigating previous evaluation problems, that the various factors that are associated with tourism website evaluations, may be downsized to fit a comprehensive model for website evaluations. The results help to close the gap between expectation and perceived value by helping with the websites design, development, implementation, and management of systems. Based on those findings, effective strategies for OTAs marketing and promotional strategies are suggested.

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References

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