earticle

영어

The objectives of this study are to suggest significant implications for OTA(online travel agency) through dividing the users who have experiences in buying tour products from them during the last one year, into several groups by choice attribute of OTA, and comparing and analyzing the differences among the groups. To achieve the objectives, the literatures on choice attribute of travel agency, evaluation factor of online service quality, and choice attribute of OTA(online travel agency) were reviewed, and empirical studies on the users’ perceptions regarding choice attribute of OTA were conducted. The findings of the study showed that customers belonging to the three groups assessed the ‘price’ as the most important one out of the four choice-attribute factors of OTA, and then followed by convenience of website, customer support service, customer relationship management. And the three groups which were classified by users’ characteristics were named as passive choice-attribute pursuit type, choice-attribute pursuit type, and active choice-attribute pursuit type according to their evaluation.