infonet-economy

This paper reviews the e-browsing and e-booking beh aviours and drivers in the context of a newly emerging market where much of the distributio n landscape remains traditional and OTAs have yet to dominate the market. It uses a qua ntitative approach and the findings indicate that e-bookers and e-browsers share more commonalit ies than differences, except in their usage of hotel sites. Recommendations are made to retain d irect online bookings, avoid commissions from agents and engage with customers directly. The managerial implications focus on improved website performance for both e-browsers an d e-bookers.