THE EFFECT OF ONLINE TRAVEL AGENCIES (OTA) ON BRAND RELATIONSHIPS IN LOW AND HIGH-END HOTELS IN SOUTH AFRICA

Geo Journal of Tourism and Geosites

article

Abigail CHIVANDI¹  Olorunjuwon SAMUEL¹  Mammo MUCHIE² 

[1] University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences;Tshwane University of Technology Pretoria, Faculty of Engineering

关键词: Brand Loyalty;    Hotel Groups;    -End;    Low -End;    Relationships;    Millennials;    Travel Agents;   

DOI  :  10.30892/gtg.31303-526

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

The purported study explored Online Travel Agencies (OTA) influence on consumers brand relationships towards hotels and provided convenient and easy purchase decisions for South African Millennial consumers who travel or intend to travel. Empirical and theoretical investigation in in low and high-end hotel groups was executed, explored the research problem aimed at filling the gap. Hypotheses were quantitatively tested using Structural Equation Modelling (SEM), Confirmatory Factor Analysis (CFA) tested reliability and validity. A quantitative methodology philosophy was used, and random sampling employed to selected respondents among the millennials and Amos and SPSS 25 obtained CFA and path model to determine best model fit. Findings indicated that there is a positive relationship between hotel brand loyalty and repurchase intentions. However, consumer may be attitudinally loyal and may need marketing incentives to ensure that the consumer become behaviourally loyal to ensure visitation to the hotel brand. Originality and value of the research is in the study proving significant insight into the travel industry and in its ability to provide marketers an understanding of customer satisfaction and retention, fresh contemporary evidence supported by reliable information contributing to body of knowledge giving lieu-way into further research on brand relationships in low & high-end hotels.

【 授权许可】

CC BY-NC-ND