Understanding the Role of Online Support to Tourist Spots in India

Abstract

The online travel agencies or popularly known as OTAs have become one of the most reliable options for the travellers to make their arrangements. The number of players both across the world and in India have seen a rise and the same has quite successfully helped in planning trips for many tourists. The study here is curious to understand the role of these OTAs in the process of resuming the tourist destination especially in India. The situation in India with respect to the use of OTAs is quite different as the country is an emerging one and there are issues of digital divide still persistent in the economy The study here collected 238 primary responses from tourist across the country to identify their perception about the online travel agencies and recognise the factors that cause an impact in the adoption process. The study has used a number of advanced statistical methods such as principal component analyses and multiple linear regression to establish the factors as well as the relationship with the adoption process. The regression model being formulated is able to estimate of variance of 14% on the intention of using online modes to put the two responses in India by highlighting the two main factors causing an impact on it. The perceived ease of use and the information transparency are the main reasons why a tourist based in India prefers to book their destination requirements using online travel agencies.