Why do people purchase from online travel agencies (OTAs)? A consumption values perspective
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DOI: 10.1016/j.ijhm.2020.102534
Abstract: Abstract Online travel agencies (OTAs) are struggling to remain financially sustainable due to intense competition. To overcome this challenge, OTAs need to better engage their customers by offering them superior value propositions. This calls for… read more here.
Keywords: agencies otas; online travel; consumption values; travel agencies ... See more keywords