How online travel agencies (otas) affect the competitiveness of PT. Raya Utama Travel: an exploratory study

Richardo, Nicholas (2020) How online travel agencies (otas) affect the competitiveness of PT. Raya Utama Travel: an exploratory study. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The rise of digital technology has directly or indirectly affected many business sectors around the world. In the travel industry, conventional travel agencies are currently encountering new competitors in the form of Online Travel Agencies (OTAs). This research is conducted to explore this phenomenon by investigating two issues. Firstly, the consumer behavior of the company’s clientele. Secondly, the state of competition between the company and OTAs. This research has gathered several theories which are relevant to the research topic. There are theories regarding reasons for travel, stages in consumer decision making process, Plog’s classification of travelers, routes to achieve competitive advantage, degress of competition, and gross profit margin. Data collection is done using three methods; which are structured interview, open-ended questionnaire, and document observation. Collected data is analyzed using directed content analysis, narrative analysis, and document analysis. The results of this research have identified certain patterns of consumer behavior that drive the purchase decision of the company’s clientele. It has also revealed the state of competition that determines business interactions between the company and OTAs. To conclude, results show that the growth of OTAs has a minor impact on the company’s performance. The researcher suggests that the company focuses on improving their service delivery via direct customer contact in order to differentiate themselves from OTAs. / Munculnya teknologi digital telah secara langsung maupun secara tidak langsung mempengaruhi banyak sektor bisnis di seluruh dunia. Di industri perjalanan, agensi-agensi perjalanan konvensional sekarang berhadapan dengan pesaing-pesaing baru dalam bentuk Online Travel Agencies (OTAs). Penelitian ini dilakukan untuk mengeksplorasi fenomena ini dengan menyelidiki dua masalah. Pertama, perilaku konsumen dari pelanggan perusahaan. Kedua, kondisi persaingan antara perusahaan dan OTA. Penelitian ini telah mengumpulkan beberapa teori yang relevan dengan topik yang diteliti. Ada teori mengenai alasan perjalanan, tahapan dalam proses pengambilan keputusan konsumen, klasifikasi Plog untuk wisatawan, cara untuk mencapai keunggulan kompetitif, derajat persaingan, dan gross profit margin. Pengumpulan data dilakukan dengan menggunakan tiga metode; yaitu wawancara terstruktur, kuesioner terbuka, dan observasi dokumen. Data yang terkumpul dianalisis menggunakan directed content analysis, analisis naratif, dan analisis dokumen. Hasil penelitian ini berhasil mengidentifikasi pola-pola perilaku konsumen yang mendorong keputusan pembelian pelanggan perusahaan. Hasil juga mengungkap keadaan persaingan yang menentukan interaksi bisnis antara perusahaan dan OTA. Sebagai kesimpulan, hasil penelitian menunjukkan bahwa pertumbuhan OTA berdampak kecil pada kinerja perusahaan. Peneliti menyarankan agar perusahaan fokus pada peningkatan pemberian layanan melalui kontak langsung pelanggan agar dapat membedakan perusahaan dari OTA.

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