Page 51 - THEi Student Applied Research Presentations 2024

HOW PRICE DISPERSION AT ONLINE TRAVEL
AGENCIES (OTA) AND OFFICIAL WEBSITES

AFFECTS CUSTOMER CHOICE OF HOTEL

ABSTRACT Poster

RESEARCH BACKGROUND

This research delves into the impact of price dispersion in online travel agencies (OTAs)
and official websites on customers' hotel choices. Same-category hotels were chosen
for comparison within the context of OTAs and official websites. A situational hypothesis
was presented to the participants, examining the influence of price dispersion on hotel
preferences.
TSANG PAK WING
METHODOLOGY

This study used the quantitative methods, through the use of questionnaires to collect BA (Hons) in Hotel Operations
data and examine the relationship between customers' selection of OTAs or official Management
websites. Using the online questionnaire method, the data were collected via the Department of Hospitality and Business
random distribution of questionnaires using Google Form for citizens to fill in. This Management
study used SPSS modules to analyze the data collected.

FINDINGS
The results revealed that respondents tend to favor hotels offering a wide range of price OBJECTIVES
advantages and opt to use OTAs for booking accommodations, primarily due to relative
pricing. Furthermore, it was observed that the factors influencing the choice between The study aimed to comprehend the
OTAs and official websites differ. Those selecting OTAs prioritize attractive prices reasons behind customers' selection of
and meeting demand, while those opting for official websites perceive the pricing as OTAs or official websites. This research
fairer. The study also found that older individuals tend to use OTAs less frequently, and sheds light on consumers' hotel
individuals with higher incomes are less price-sensitive. preferences, aiding hotels in devising
effective pricing strategies tailored to
ABOUT THE INVESTIGATOR each group, whether on OTAs or official

websites.
I aspire to pursue a career as an event planner at a hotel or the Exhibition Center.
I aim to excel in coordinating a diverse range of exceptional events. I am eager to
advance and enhance my skills within the event planning industry. My ultimate goal
is to provide individuals with unforgettable event experiences. Additionally, I have a
passion for cooking and take pleasure in creating delicious dishes in the kitchen.
FYP supervisor: Dr. Angus LAW

Student Applied Research Presentations 2024 Student Applied Research Presentations 2024 51