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Due to change in the travel paradigm by the development of O2O service, the simplified payment system, and the growth of single individual households, the number of people who compose travel through online travel agencies are increasing recently. The online travel agencies, however, have several problems as they have achieved huge growth in a quite short period of time. This study examines the current position of online travel agencies by IPA (Importance/Performance Analysis) on brand attributes, and proposes a positioning strategy for the online travel agency to enhance their competitive advantages. To accomplish this, the concept and attributes of online travel agencies were established through prior research, and then a survey was conducted to customers of online travel agencies residing in Seoul, Korea. In total, 174 collected questionnaires were used for analysis, excluding unfaithful responses. IPA was conducted on the importance and the satisfaction of selected brand attributes of both domestic and overseas online travel agencies. The important brand attributes that customers valued much and satisfied were found, and the priority was identified by separating the entire online travel agencies including domestic/overseas online travel agencies. Strategic suggestions and implications were made to secure the competitive advantage of each online travel agency by establishing the brand positioning strategy for online travel agencies.
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Choi et al. (2022) studied this question.
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