A study to identify the key factors influencing hotels’ decision to collaborate with online travel agents

Abstract

The hospitality industry has witnessed a significant transformation with the rise of Online Travel Agents (OTAs), which have become crucial intermediaries between hotels and consumers. This study explores the key factors influencing hotels' decisions to collaborate with OTAs, using data from a survey of hotel representatives. The research employs descriptive statistics, correlation analysis, regression analysis, exploratory factor analysis (EFA), and a Chi-Square test for independence to provide comprehensive insights into these factors. Descriptive analysis highlights Customer Reach as the most critical factor, while Technological Integration Ease appears as a relative challenge. Correlation analysis reveals strong interdependencies among factors like Marketing Support, OTA Customer Ratings, and Reputation Enhancement, emphasizing the synergetic benefits of these variables. Regression analysis identifies Customer Reach, Competitive Advantage, and Marketing Support as the most significant predictors of colla.