Use of impact-range performance and asymmetry analyses to improve OTA website quality

Ben Haobin Ye, Hui Fu, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

23 Citations (Scopus)

Abstract

Over the past decade, China has experienced a rapid growth in tourism. An increasing number of clients are booking tourism products, such as hotel rooms and airline tickets, through local online travel agents (OTAs). OTA websites are also becoming an important part of the Chinese tourism market. However, academic research on how Chinese tourists evaluate and perceive the different attributes of OTAs remains limited. The current study uses impact-range performance and asymmetry analyses, which are improved versions of importance-performance analysis, to examine how customers evaluate OTAs. Results of a questionnaire survey of 289 Chinese respondents reveal the performance of different website attributes, their different levels of impact on customer satisfaction, and the probability that they will generate satisfaction or dissatisfaction. Findings also suggest that the managers of OTA websites should focus on dimensions of customer relations. The theoretical and practical implications of these findings are discussed.
Original languageEnglish
Pages (from-to)9-17
Number of pages9
JournalJournal of Hospitality and Tourism Management
Volume26
DOIs
Publication statusPublished - 1 Mar 2016

Keywords

  • Customer satisfaction
  • Online travel agent
  • Website evaluation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

Cite this