Impact of Online Travel Agencies on Hotel Sales of National Capital Region: Case Study of Selected Hotels

Abstract

Purpose: The purpose of this paper is to determine the effectiveness of internet advertising on reach and creation of awareness. In addition to that it also establishes the reliability of internet advertising through recall. Further it also determines the relationship between Online Travel Agencies and purchase decision.

Background of the study: The use of internet has increased over the decade both in terms of number of users and the applications it provides. This technology has greatly affected our lives. It also plays an important role in the advertising world. It can also be used as great communicating and marketing tool.

Research Problem: A lot of research has been on advertising but none of it mentions it impact on online travel agencies. Consumer attitude towards online travel agencies have been studied in the past but its effectiveness is neglected in these studies too.

Research Methodology: Both primary and secondary data has been used to carry out this study. To carry out the primary study a structured questionnaire was designed and sent to the consumers of national capital region. For carrying out the secondary research we reviewed journals, thesis, research paper, e books etc.

Findings: the study states that the effectiveness of internet advertising is determined by the knowledge of various advertising platforms adopted by various hotels. The study also implies that the reliability of internet advertising is quite low. The study also concludes that internet advertising has significant relationship with purchase decision of the consumers.