Abstract:
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ABSTRACT
The study sought to understand traveler opinions about booking methods used in Arusha hotels.
More specifically, it focused on the comparison of online travel agents versus offline agents. The
purpose of this study was to make a direct comparison and analysis of consumer preferences. As
a result, it would be important for new research to be conducted over the years taking into account
the emerging changes that affect consumers’ preferences on the types of travel booking methods
such as technology developments, changing population dynamics, lifestyle, and income among
others. This study aimed to meet this deficiency by offering an up-to-date perspective on shifting
consumer expectations and purchase patterns concerning travel booking. The study adopts a mixed
method approach where both the qualitative and quantitative techniques were utilized. The findings
were compared and triangulated for validation and complementation purposes. Information was
gathered mainly through content analysis of documents and completion of the questionnaire by
tourists who visited Arusha’s hotels. Using a descriptive design since it allows for an evaluation of
relationships among variables. Firstly, consumers had expressed a strong preference for online
travel channels indicating that they were convenient, accessible, and cheaper. Nonetheless, some
people find traditional travel agencies valuable especially for their one-on-ones, consultancy and
building confidence among clients. This study provides insights on how hotels and other travel
agencies can customize their services for their needs so that they improve their competitive
advantage and deliver quality services. This study ultimately offered to understand why some
tourists prefer online agents while others use the conventional methods
