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This is a Quantitative Study study.

Hotel Strategy in the Online Travel Agents Era:Empirical Evidence of Consumer Preferences from Conjoint Analysis

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Empirical evidence shows the impact of digital technology on consumer preferences in the hospitality industry, indicating key factors for OTAs.

Consumer preferences prioritize room price as the most influential factor, accounting for 31.34% of their decisions.
Findings reveal strong preferences for affordable prices and locations near travel destinations among consumers.
Conjoint analysis employed with data from 78 respondents confirms the influence of promotions and application features on choices.
The research contributes to digital marketing strategies by emphasizing consumer behaviour in the evolving online travel market.

Eddyono et al. (2025) studied this question.

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View Full Paper

Ask AI

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Authors

Empirical evidence shows the impact of digital technology on consumer preferences in the hospitality industry, indicating key factors for OTAs.

Consumer preferences prioritize room price as the most influential factor, accounting for 31.34% of their decisions.
Findings reveal strong preferences for affordable prices and locations near travel destinations among consumers.
Conjoint analysis employed with data from 78 respondents confirms the influence of promotions and application features on choices.
The research contributes to digital marketing strategies by emphasizing consumer behaviour in the evolving online travel market.

Eddyono et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark