Research On The Influencing Factors Of OTA Online Booking Customer Loyalty

Since the 1990 s,as the Internet infrastructure and information technology have been updated,the tourism industry has also entered the field of online e-commerce."OTA(Online Travel Agency)" came into being.On the basis of the combined operation of travel products such as ticket reservations,the OTA platform will also expand the scope to diversified travel products such as shuttle service,catering reservations and package tour.At the end of the 20 th century,online trading platforms such as Booking Holdings,Expedia,Ctrip and other travel industries were born and continued to develop.The online booking market of the OTA platform is increasingly competitive,and among the domestic OTA platform competitions,Ctrip.com has the highest and most Unique market value,Ctrip.com has formed a broad linkage of tourism business through investment and acquisition of OTA companies at home and abroad.As of the end of 2018,the market share of "Ctrip" represented by Ctrip.com and Qunar is about 64%,and it has an absolute competitive advantage in the OTA market.In the tourism industry,the level of customer loyalty determines the mediumand long-term profits of tourism products and services.Under normal circumstances,the cost of making up for lost customers by other means is more than 5 times the average to maintain the inherent customer relationship,especially in the hotel accommodation industry,the vast majority of profits come from member consumption.In addition,compared to other industries,travel consumers are more inclined to continue to choose a particular brand of airlines,travel agencies and hotels.Therefore,tourism product and service providers must continue to increase customer loyalty in order to achieve higher profits and benefits.This article selects the three major travel product booking departments of Ctrip.com: air tickets,attraction tickets and hotel accommodation as the research objects.It is modified and improved on the basis of the previous research model of customer loyalty.From demographic variables,customer trust and perception Based on the interaction of the five variables of value,customer satisfaction,and customer loyalty,the research hypothesis is proposed,the model of influencing factors of customer loyalty on the OTA platform is constructed,the questionnaire of customer influencing factors for air tickets,attraction tickets,hotel accommodation reservationsis designed and the questionnaire Collect and organize the information,through correlation analysis,regression analysis and single factor analysis of variance for the customer loyalty influencing factors of the three major product departments of air tickets,attraction tickets and hotel accommodation,and further compare the differences in the analysis results.It is concluded that age,education,occupation and monthly income in demographic variables have a significant impact on customer loyalty for OTA product bookings.Perceived value,customer trust,transfer costs,and customer satisfaction all have a significant positive impact on OTA customer loyalty.When booking airline tickets and hotel OTA products,the factors affecting customer loyalty from high to low are perceived in turn Value,customer trust and conversion costs.When booking OTA products for attraction tickets,the influencing factors for customer loyalty are ranked from high to low as customer trust,perceived value and conversion cost.Perceived value and customer trust directly affect the level of OTA customer satisfaction.And when booking any of the OTA products of airline tickets,attractions tickets and hotels,the impact of perceived value on customer satisfaction is greater than the impact of customer trust on customer satisfaction.In addition,no matter what kind of surveys and studies are carried out on airline tickets,scenic spot tickets,or hotels,customer satisfaction has a direct impact on customer loyalty.This study not only explored the factors affecting the loyalty of OTA platform customers,but also conducted a comparative analysis from the perspective of the three product departments of air tickets,attraction tickets,and hotels.The research conclusions can be applied to the daily operation and service process of the actual OTA platform.Provide help to improve the rules of the OTA platform and follow-up development of the industry.