Open Access
Subscription Access
Open Access
Subscription Access
Competitive Analysis of Indian Tourism Aggregators using Multi-Criteria Analytic Hierarchy Process
Subscribe/Renew Journal
Tourism has been a major social phenomenon in societies all over the world. It is driven by the human desire for new experiences, and the desire to be educated and entertained. The spread of education and the technological improvements in communication have strengthened the basic human thirst for new knowledge and experience and have fostered a desire to know more about different parts of the world.
Tourism has been revolutionised with the emergence of tourism aggregators, i.e. web-based portals that provide travellers with services such as travel, accommodation, and tour planning and booking. The tourism aggregators have reduced information search costs, and have increased the awareness of tourists of potential destinations. This has enabled some innovative trends in tourism, including eco-tourism, adventure tourism, heritage tourism, medical tourism, pilgrimage tourism, and so on.
The objective of the study is to compare the competitiveness of Indian tourism aggregators using the Analytic Hierarchy Process (AHP). AHP is a technique that is used to structure multi-criteria decisions, allowing both quantitative and qualitative comparisons between alternatives (Saaty and Forman, 1992; Saaty, 2008). The criteria used for the study include price, process, ease of access, and customer service. The tourism aggregators selected for the study include Yatra, Makemytrip, Goibibo, Cleartrip, Expedia, and Kuoni-SOTC.
Keywords
- www.goibibo.com
- www.makemytrip.com
- www.sotcindia.com
- www.tripadvisor.in
- www.yatra.com
- www.expedia.com.in
- https://www.hotelnewsresource.com/pdf16/HVS091516.pdf
- http://tourism.gov.in/annual-report-2015-16
- http://tourism.gov.in/sites/default/files/Annual%20 Rreport%202015-16.pdf
- http://www.travelbizmonitor.com/images/India_Online_Travel_Industry.pdf
- https://www.tripsavvy.com/guide-to-travel-aggregators-3149865
- Adenwala, M. (2014). Impact of e-Commerce on Business Performance: A Study with respect to Travel industry. DY Patil University.
- Cohen, E. (1979). A phenomenology of tourist experience.
- Sociology, 6, 179-201.
- Fesenmaier, D. R., Wober, K., & Werthner, H. (2006). Introduction: recommendation systems in tourism. In D. R. Fesenmaier, K. Wober & H. Werthner (Eds.), Destination Recommendation Systems: Behavioral Foundations and Applications. Wallingford, UK: CABI.
- Fodness, D., & Murray, B. (1997). Tourist information search. Annals of Tourism Research, 37(2), 108-119.
- Fodness, D., & Murray, B. (1999). A model of tourist information search behavior. Journal of Travel Research, 37(2), 220-230.
- Garrett, J. J. (2003). The elements of user experience. Boston: New Riders.
- Gretzel, U., Hwang, Y. H., & Fesenmaier, D. R. (2006). A behavioural framework for destination recommendation systems design. In D. R. Fesenmaier, K. Wober & H. Werthner (Eds.), Destination Recommendation Systems: Behavioural Foundations and Applications (pp. 53-64). Wallingford, UK: CABI.
- Jeng, J., & Fesenmaier, D. R. (2002). Conceptualizing the travel decision-making hierarchy: A review of recent developments. Tourism Analysis, 7, 15-32
- Khare, A., & Khare, A. (2010). Travel and tourism industry yet to exploit the Internet fully in India. Journal of Database Marketing & Customer Strategy Management, 17(2), 106-119.
- Kumar, S., Singh, A. K., & Sharma, P. Information communication technology a new paradigm for tourism industry in India: An empirical analysis. Tourism Spectrum, 1(1), 10-15.
- Poon, S., & Joseph, M. (2001). A preliminary study of product nature and electronic commerce. Marketing Intelligence and Planningm, 19(7), 493-499.
- Rayport, J. F., & Sviokla, J. J. (1995). Exploiting the virtual value chain. Harvard Business Review, 75-85.
- Saaty, T. L. (2008). Relative Measurement and its Generalisation in Decision Making: Why Pairwise Comparisons are Central in Mathematics for the Measurement of Intangible Factors - The Analytic Hierarchy/Network Process,” Review of the Royal Academy of Exact, Physical and Natural Sciences, Series A: Mathematics 102(2), 251-318.
- Saaty, T. L., & Forman, E. H. (1992). The hierarchon: A dictionary of hierarchies. Pittsburgh, Pennsylvania: RWS Publications.
- Smith, A. D. (2004). Information exchanges associated with Internet travel marketplaces. Online Information Review, 28(4), 292-300.
Abstract Views: 286
PDF Views: 0