Click to Destination: A Framework for Assessing Opportunities and Challenges in Online Travel Agencies for Consumers

Abstract

Online Travel Agencies (OTAs) have become integral to modern travel planning, offering consumers a convenient platform to book various travel services. This study aims to create a relevant and accurate conceptual framework for evaluating consumers' viewpoints on the difficulties and possibilities offered by OTAs. Opportunities and problems related to OTAs have been found through a comprehensive review of existing literature. After identifying these factors, exploratory factor analysis (EFA) was conducted to determine the underlying structure of the factors, using the first half of respondent, (n=201). Confirmatory factor analysis (CFA) was conducted to validate the factors and structured framework, using second half of respondent (n=201). The results revealed that Benefits Offered, Quality and Convenience, Ease of Use, Responsiveness, and Customization are the perceived opportunities while Uncertainty Risk, Privacy & Security Issues, Confusion, Technical Issues and Usage Constraints Issues are the perceived challenges of OTAs.