An examination of the e-bookers and e-browsers in emerging markets : online browsing behaviour in independent hotels in Hoi An

Murphy, Hilary (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Dang, Yung (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Chen, Meng-Me (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

This paper reviews the e-browsing and e-booking beh aviours and drivers in the context of a newly emerging market where much of the distributio n landscape remains traditional and OTAs have yet to dominate the market. It uses a qua ntitative approach and the findings indicate that e-bookers and e-browsers share more commonalit ies than differences, except in their usage of hotel sites. Recommendations are made to retain d irect online bookings, avoid commissions from agents and engage with customers directly. The managerial implications focus on improved website performance for both e-browsers an d e-bookers.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
EHL
Subject(s):
Economie/gestion
Publisher:
Lugano, Switzerland, 3-6 February 2015
Date:
Lugano, Switzerland
3-6 February 2015
2015
Pagination:
12 p.
Published in:
Proceedings of the ENTER conference 2015
ISSN:
3319143425
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2015-10-05, last modified 2019-06-11

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