Análise da percepção dos consumidores de meios de hospedagem em relação ao uso das Online Travel Agencies (OTA’s)

Abstract

Prior to consolidating a reservation of accommodation, there are several factors that influence consumers, such as their experiences, information acquired, which over time has become increasingly sophisticated. In this way, the present study aimed to analyze the perception of consumers about the use of Online Travel Agencies (OTA) to make a hotel reservation. The profile of these consumers was described, verifying the frequency of use of OTAs in relation to the type of trip, as well as comparing their opinions regarding the type of trip and the factors that influence their choice. Thus, in this research, characterized as descriptive and exploratory, with a quantitative approach, other previous studies carried out in other countries were used to support this research, such as Law (2009) and Del Chiappa (2013). In the final data collection, 131 questionnaires were obtained with hotel guests in Natal/RN. Data analysis was performed through descriptive statistics, as well as comparison of averages (ANOVA) to analyze the objectives outlined in the research, and Tukey test to verify if there were any differences among the average of the groups. Among the main results, it was possible to verify that the majority of respondents (59%) are part of the consumers occasional of OTAs, followed by moderates ones (30.6%) and a small number (9.9%) of frequent consumers. Regarding the type of travel, it can be concluded that national and leisure travel are the most targeted by consumers when making reservations at OTAs. These results contributed to inferring recommendations for managers of tourism enterprises, such as traditional and online travel agencies.