소비자의 지각된 위험과 지각된 혜택에 따른 온라인 여행사(OTA)에서 호텔 직접예약으로의 전환의도에 관한 연구

The purpose of this study is to find ways for customers to make their hotel reservations through direct booking without going through an online travel agency (OTA). This study was conducted by Macromill Embrain, an online research company, for Korean customers who have booked 5-star hotels through a global and domestic OTA within the past year and 432 persons were selected as a sample after excluding 35 invalid responses. As a result of verifying the structural equation model, the perceived risk of OTA has a negative effect on the brand trust of the OTA and the perceived benefit of OTA has a positive effect on the brand trust of the OTA. Additionally, the brand trust of the OTA has a negative effect on the intention to switch to hotel direct booking. In addition, the relationship between perceived risk and benefit of OTA and brand trust has played a moderating role in the BRG system, but the hotel loyalty program has no control effect. The following theoretical and practical implications were derived. First, the results of this study are expected to contribute to the future research related to the transition from the OTA reservation to the direct hotel booking. Second, it helps to establish a concrete plan for converting customers who book hotels through OTA to direct hotel reservations. However, this study does not reflect the opinions of foreigners and it is limited to the generalization and general interpretation of the hotel industry as it is conducted only with 5-star hotels. Further research is needed.