Redrawing the future of travel agent: examining the existence of online travel agents among young consumers

DOI

10.2991/insyma-19.2019.29How to use a DOI?

Keywords

online travel agent (OTA), perceived trust, perceived price, perceived value, purchase intention

Abstract

Over the past decade, the rapid development of the internet has changed the business scope of many industrial sectors, including the tourism sector. The existence of the internet eases young travelers to choose tourist destinations, accommodation, and transportation that are used through Online Travel Agents (OTAs). Trust and price factors are two important things that are often taken into consideration by young consumers in evaluating purchases through OTA. Using survey techniques, this study aims to examine the factors that influence the purchase intention of young consumers toward OTA. Research data obtained from 256 teenage respondents and then processed using Structural Equation Modeling (SEM). The results of the analysis show that the purchase intention of young consumers towards OTA is influenced by perceived trust and perceived price through mediating perceived value of consumers. The level of consumer perception towards prices and trust in the OTA does not directly affect the consumer purchase intention

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Andhy Setyawan
AU  - Tuwanku Aria Auliandri
PY  - 2019/03
DA  - 2019/03
TI  - Redrawing the future of travel agent: examining the existence of online travel agents among young consumers
BT  - Proceedings of the 16th International Symposium on Management (INSYMA 2019)
PB  - Atlantis Press
SP  - 114
EP  - 117
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-19.2019.29
DO  - 10.2991/insyma-19.2019.29
ID  - Setyawan2019/03
ER  -