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Strengths of Online Travel Agencies From the Perspective of the Digital Tourist
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Author(s): Mercedes Marzo-Navarro (University of Zaragoza, Spain), Carmen Berne-Manero (University of Zaragoza, Spain), María Gómez-Campillo (University of Zaragoza, Spain)and Marta Pedraja-Iglesias (University of Zaragoza, Spain)
Copyright: 2019
Pages: 24
Source title:
Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments
Source Author(s)/Editor(s): Giuseppe Granata (University of Cassino and Southern Lazio, Italy), Andrea Moretta Tartaglione (University of Cassino and Southern Lazio, Italy)and Theodosios Tsiakis (Alexander Technological Educational Institute of Thessaloniki, Greece)
DOI: 10.4018/978-1-5225-7856-7.ch010
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Abstract
Recent tourism literature reviews the movement of the current distribution landscape toward disintermediation as the Internet and mobile technologies provide consumers with more and more tools for researching suppliers/providers and purchasing products and services directly. This calls into question the necessity and role of retailers in the industry. Focusing on online travel agencies (OTAs), this chapter is aimed at solving three main research questions: What is the current position of online tourism retailers as indirect channels in the online tourism distribution system? What are the strengths of OTAs as seen by their customers? and How should OTAs face the future? A database drawn from a survey of Spanish digital tourists is used to illustrate the initial theoretical discussion and concluding remarks.
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