CONSUMER PERSPECTIVES ON TRAVEL BOOKING IN THE TWO SELECTED HOTELS IN ARUSHA: A STUDY ON ONLINE TRAVEL PORTALS VERSUS TRADITIONAL TRAVEL AGENCIE

Abstract

vi 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