A RESEARCH OF ONLINE DIRECT ACCOMMODATION SALES UNSUCCESS

Ridvan Kozak
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Ridvan Kozak: Anadolu University, Turkey

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: Although almost all accommodation facilities are located on the Internet today, it is seen that they mostly have web sites designed for information and promotion purpose only in static structure. Of course, the presence of functional and interactive websites that provide secure online and online payment with constantly updated pricing information is undeniable. Theoretically, it is argued that the Internet has developed the direct communication and interaction with the customers of the accommodation enterprises, but the conditions that make this theory difficult to accept are in question. For example, Online Travel Agents (OTAs) are responsible for a high proportion of online accommodation bookings. On average, 76 percent of bookings at independent hotels are made through OTAs. High commission payments are loudly voiced in accommodation sector. The purpose of the study is to (1) discover reasons as to why consumers cannot easily interact directly with the hotels, (2) address different dimensions of accommodation facilities such as web structures, consumer search behavior, online brokering and positioning in search engines, and (3) recommend the alternative business model in which accommodation facilities could be advertised on the Internet, permitting consumers of services to obtain information about suitable accommodation via the business model that does not involve heavy commission.

Keywords: ONLINE; DIRECT; ACCOMMODATION; SALES (search for similar items in EconPapers)
Date: 2018
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