Advances in e-business research series, Journal Year: 2024, Volume and Issue: unknown, P. 227 - 248
Published: Nov. 22, 2024
This research explores the evolving dynamics of tourist preferences between online travel agents (OTAs) and traditional (TTAs) in era digital consumerism. By analysing current affairs real-world case studies, study examines vital determinants such as convenience, trust, price sensitivity, personalization that influence consumer choices. It highlights how technological innovations, including AI, mobile applications, user-generated content, are shaping modern behaviour while adapt by focusing on personalised, high-end services. The findings provide insights into future trajectory tourism industry, offering a comparative analysis both models their respective roles ecosystem.
Language: Английский