The development of villas in Bali is very rapid, especially in Badung regency with the distribution of the number of dominant villas in North Kuta district. Based on preliminary study, tourists tend to make reservatio...The development of villas in Bali is very rapid, especially in Badung regency with the distribution of the number of dominant villas in North Kuta district. Based on preliminary study, tourists tend to make reservations through online travel agents （OTA）. Therefore, there is a tendency if the villa manager in North Kuta district makes promotion through OTA. The aim of this research is to explain and analyze the dominant factors that influence the perception of villa managers in North Kuta district on using OTA as marketing media. The population in this research is composed of 191 villas. The final sample villas, using Slovin formula, were chosen based on cluster proportional sampling technique, totally 66 unit villas. Respondent in this research is the villa manager of each sample villa, so there are as much as 66 respondents. For data analysis, we used confirmatory factor analysis and descriptive statistics. In general, the perception of managers in North Kuta district on the use of OTA as marketing media is strongly agree or strongly positive with an average value of 4.37. The analysis of factors simultaneously showed that the perception of villa managers in North Kuta district on the use of OTA is determined by three factors, namely, factor in the self-perception of villa manager （F 1）, the factors in the self-perception of OTA （F2）, and situational factors （F3）.展开更多
This paper proposes a framework to analyse the impact of online travel agency(OTA)when it steps into an original market of a traditional travel agency(TTA).Based on the multinomial logit choice model,the demand model ...This paper proposes a framework to analyse the impact of online travel agency(OTA)when it steps into an original market of a traditional travel agency(TTA).Based on the multinomial logit choice model,the demand model and the profit model are presented.Then,the demand squeeze,the total demand increase and the cooperation range of wholesale price are analysed.From the analysis,the results indicate that:(1)OTA can increase the demand of the whole market while it squeezes the demand of TTA;(2)The demand squeeze,total demand increase and the range of cooperation wholesale price are all positive with the perceived value from OTA and negative with the perceived value from TTA.(3)The more immature the market is the more necessary for TTA to cooperate with OTA.In addition,numerical example and sensitivity analysis of perceived value and price are presented to illustrate the demand squeeze,demand increase and cooperation range of wholesale price.展开更多
文摘The development of villas in Bali is very rapid, especially in Badung regency with the distribution of the number of dominant villas in North Kuta district. Based on preliminary study, tourists tend to make reservations through online travel agents （OTA）. Therefore, there is a tendency if the villa manager in North Kuta district makes promotion through OTA. The aim of this research is to explain and analyze the dominant factors that influence the perception of villa managers in North Kuta district on using OTA as marketing media. The population in this research is composed of 191 villas. The final sample villas, using Slovin formula, were chosen based on cluster proportional sampling technique, totally 66 unit villas. Respondent in this research is the villa manager of each sample villa, so there are as much as 66 respondents. For data analysis, we used confirmatory factor analysis and descriptive statistics. In general, the perception of managers in North Kuta district on the use of OTA as marketing media is strongly agree or strongly positive with an average value of 4.37. The analysis of factors simultaneously showed that the perception of villa managers in North Kuta district on the use of OTA is determined by three factors, namely, factor in the self-perception of villa manager （F 1）, the factors in the self-perception of OTA （F2）, and situational factors （F3）.
基金High-Level Talents Project of Hainan Natural Science Foundation(No.2019RC037)the National Natural Science Foundation of China(Nos.71761009,71461006,and 71461007)+1 种基金the Hainan Province Planning Program of Philosophy and Social Science(Nos.HNSK(YB)19-06 and HNSK(YB)19-11)Scientific Research Project Hainan Department of Education(Nos.HNKY2020ZD-6 and HNKY2019ZD-10).
文摘This paper proposes a framework to analyse the impact of online travel agency(OTA)when it steps into an original market of a traditional travel agency(TTA).Based on the multinomial logit choice model,the demand model and the profit model are presented.Then,the demand squeeze,the total demand increase and the cooperation range of wholesale price are analysed.From the analysis,the results indicate that:(1)OTA can increase the demand of the whole market while it squeezes the demand of TTA;(2)The demand squeeze,total demand increase and the range of cooperation wholesale price are all positive with the perceived value from OTA and negative with the perceived value from TTA.(3)The more immature the market is the more necessary for TTA to cooperate with OTA.In addition,numerical example and sensitivity analysis of perceived value and price are presented to illustrate the demand squeeze,demand increase and cooperation range of wholesale price.
