A STUDY ON CUSTOMER’S PERCEPTION TOWARDS OTA SERVICES IN HOTEL INDUSTRY: A STUDY WITH SPECIAL REFERENCE TO CHENNAI CITY

Abstract

Online Travel Agencies (OTAs) are online companies whose websites allow consumers to book various travel related services directly via the Internet. Travel bookings via online agencies have become very popular nowadays. Today consumers are on-the-go, and the support of a booking engine and the reservation solutions presented by the OTAs is that it allows instant payment and booking confirmation. The online travel industry is a highly competitive industry. To Build Travel OTA software, one needs to have a clear idea regarding the cost involved in developing a travel portal. The present paper is focused on finding out the customers perception towards the OTA services in the hotel industry. The sample size of the study is 281. The study is used in both primary and secondary data. The study found that the customers have a positive perception of the OTA services in Hotel Industry in Chennai city. Furthermore, the study exposes that there is a significant difference between male and female respondents concerning the OTA services, i.e., price factor and comfort. The study also found that the male and female respondents are having a similar perception about the OTA factors, namely Adaptability, Facilities, and Service.