The Impact of OTA on the Irish Hotel Industry

This study aims to evaluate the impact of OTA (Online Travel Agents) on the Irish Hotel Industry. It includes a literature review on the concept of online travel agents and their impact on the industry. The research methodology involves data collection and analysis, and the findings suggest that OTA has a positive impact on the performance of the Irish hotel industry. The study concludes with recommendations for improving OTA practices in the industry.

Running Head: MANAGEMENT
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Abstract
The purpose aim of study is evaluate impact of OTA (online Travel Agents) in the Irish Hotel
Industry. The investigator could consider many section for conducting their study named as
introduction, literature review, research methodology, data collection and findings, and
conclusion and recommendation. The initial chapter is imperative for collecting information
towards basic elements that could be essential section of the study named as study
background, research purposes, research questions, significance, and outie of the structure.
The second chapter of dissertation supports to comprehend concept of online agents. The
literature review section is imperative in collecting the data about the impact of OTA (online
Travel Agents) on the Irish Hotel Industry. It could effective in comprehending different
strategies that are associated with the study. For this study, probability simple random
sampling is employed by investigator. This study will be conducted on 55 employees of Irish
Hotel Industry which could be significant in getting the data in the favour of the research
matter. In this, the deductive approach has been practised as this study is based on the
quantitative research. This study also consider the primary and secondary data collection tool
to get the information in favour of study. For this study, non-statistical data analysis tool is
practised to evaluate data and make favourable answer. The conclusion section demonstrated
that the online travel agent could favourable impact on performance of Irish Hotel Industry.

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Table of Contents
Chapter 1: Introduction..............................................................................................................3
Research background..............................................................................................................3
Research aim and objectives..................................................................................................3
Research questions.................................................................................................................4
Research hypothesis...............................................................................................................4
Research significance.............................................................................................................4
Dissertation structure..............................................................................................................4
Chapter 2: Literature review......................................................................................................6
To comprehend conceptual understanding about online Travel Agents................................6
Discover the impact of the OTA (online Travel Agents) on the Irish Hotel Industry............7
Recommended strategies for improving the online Travel Agents practices in the Irish hotel
industry.................................................................................................................................10
Chapter 3: Research methodology...........................................................................................11
Introduction..........................................................................................................................11
Research approach................................................................................................................11
Research strategy..................................................................................................................12
Research type........................................................................................................................12
Data collection......................................................................................................................12
Data analysis method............................................................................................................13
Sampling method..................................................................................................................13
Ethical consideration................................................................................................................14
Research limitation...............................................................................................................14
Chapter 4: Data analysis and findings......................................................................................15
Chapter 5: Conclusion and recommendation...........................................................................29
Conclusion............................................................................................................................29
Recommendation..................................................................................................................30
References................................................................................................................................32
Table 1: Gender........................................................................................................................17
Table 2: Age Group..................................................................................................................17
Table 3: Experience..................................................................................................................18
Table 4: OTA (online travel agency) is an online service that sells goods and services related
to the consumers.......................................................................................................................19
Table 5: OTA delivers benefits to the organization by making a link between the organization
and travel agency......................................................................................................................20
Table 6: Online travel agents could play ab vital role in the hotel due to offering the
marketing as well as distribution channel to the firm..............................................................21
Table 7: Online travel agents could make booking as their users and they make money by
charging commission amount to the suppliers.........................................................................22
Table 8: OTA could offer an opportunity to the organization for investing huge amount of
money for attracting huge number of consumers by using it as the marketing promotional tool
..................................................................................................................................................23
Table 9: Online travel web sited are popular with consumers who desire to relate
accommodation costs as well as the services delivered by the service providers....................24
Table 10: OTA (online Travel Agents) could positive impact on the performance of Irish
hotel industry............................................................................................................................25
Table 11: Do you believed that strategies could supported to improve the practices of online
travel agents.............................................................................................................................26

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Table 12: which strategies are more effective to improve online Travel Agents practices for
hotel?........................................................................................................................................27
Chart 2: Gender........................................................................................................................17
Chart 3: Age Group..................................................................................................................18
Chart 4: Experience..................................................................................................................18
Chart 5: OTA (online travel agency) is an online service that sells goods and services related
to the consumers.......................................................................................................................20
Chart 6: OTA delivers benefits to the organization by making a link between the organization
and travel agency......................................................................................................................20
Chart 7: Online travel agents could play ab vital role in the hotel due to offering the
marketing as well as distribution channel to the firm..............................................................22
Chart 8: Online travel agents could make booking as their users and they make money by
charging commission amount to the suppliers.........................................................................23
Chart 9: OTA could offer an opportunity to the organization for investing huge amount of
money for attracting huge number of consumers by using it as the marketing promotional tool
..................................................................................................................................................24
Chart 10: Online travel web sited are popular with consumers who desire to relate
accommodation costs as well as the services delivered by the service providers....................25
Chart 11: OTA (online Travel Agents) could positive impact on the performance of Irish
hotel industry............................................................................................................................26
Chart 12: Do you believed that strategies could supported to improve the practices of online
travel agents.............................................................................................................................27
Chart 13: which strategies are more effective to improve online Travel Agents practices for
hotel..........................................................................................................................................27

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Chapter 1: Introduction
Research title: The impact of the OTA (Online Travel Agents) on the Irish Hotel Industry.
Research background
In the current business scenario, it is vital for hotel industry for increasing their awareness of
online Travel Agents. The top management could also comprehend the importance of Online
Travel Agents in improving performance of hotel and imply it in the organization for
sustaining the position of a firm in the marketplace (Xiang and Krawczyk, 2016). The online
travel agent could also offer an effective way by which organization is capable to attract huge
number of consumers. It is illustrated that fair low cost is the way of listing the property of
the hotel in the least time as it could be possible by an online travel agent. It is stated that
online travel agent could offer an opportunity to spend more time and cost. It can be
imperative in obtaining higher competitive advantages. It could decline the cost of promotion
that is an imperative factor in the current era (Wang, et al., 2016). Online travel agents make
a positive link between the customers as well as organization. It is illustrated that online
travel sites could are popular with the consumers that like to make the link among costs as
well as the reliable services offered by the hotel. Further, the online travel agent could show
positive points of the hotel on their sites that could be effective for attracting consumers to
visit the hotel. OTA (online Travel Agents) is used by most of the hotel due to having a
positive result (Del Chiappa, et al., 2016).
Research aim and objectives
This research is emphasized in evaluating impact of the OTA on Irish Hotel Industry.
 To comprehend conceptual understanding about online Travel Agents
 Discover the impact of the OTA (Online Travel Agents) on the Irish Hotel Industry.
 Recommended strategies for improving the online Travel Agents practices in the Irish
hotel industry.

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Research questions
 What is the meaning and concept of online Travel Agents?
 What is the impact of OTA (online Travel Agents) on the Irish Hotel Industry?
 Which strategies are used for improving the online Travel Agents practices in the
Irish hotel industry?
Research hypothesis
H0: There is a positive relationship between online Travel Agents and the performance of the
hotel
H1: There is no relationship between online Travel Agents and the performance of the hotel
Research significance
This study is vital in increasing depth information towards the impact of OTA (Online Travel
Agents) on the Irish Hotel Industry. This report can be imperative in gaining conceptual
understanding about the online Travel Agents. The researcher also increased their
understanding of different strategies that are useful in improving the online travel agents. It
could increase the existing skills of mine and provide an opportunity to conduct the research
in the future effectively. From this study, the researcher could gain depth understanding about
certain research methods that can be practised in the study such as research strategies,
research approaches, data collection methods, data analysis methods, and ethical
consideration. It could be imperative in obtaining the information towards research matter.
Dissertation structure
The dissertation structure could consider many sections such as an introduction, literature
review, research methodology, data analysis, and conclusion recommendation. Each section
of the dissertation could entail different components that are discussed below:
The chapter first (introduction):

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The introduction section consists of different section named as the research aim, as well as
objectives, research questions, problem statement, background, research significance, as well
as dissertation structure (Kim, et al., 2015).
Chapter Second (literature review):
The second section is vital in obtaining data towards study. Literature review could consist of
different theories and concepts that can be vital in obtaining valid research issue. The
literature review considers different certain resources like academic articles, books, online
sources (Palacios-Marqués, et al., 2015).
Chapter third: (Research methodology)
This chapter is crucial to get the information about the study. The research methodology
could consider certain sources named as data collection, research approaches, research
strategies, data analysis, ethical consideration, and research limitation (Kandampully, et al.,
2015).
Chapter forth: (Data analysis and findings)
This section can be imperative in examine data effectively. There are many sources which are
employed by researcher to evaluate the data named as the statistical and non-statistical data
analysis method. This method is imperative in obtaining data as well as makes decision in an
effective manner (Kim, et al., 2014).
Chapter fifth: (Conclusion and recommendation)
This chapter can be imperative for summarizing whole study. It can also suggested many
recommendation or strategies in context of research (Oskam and Boswijk, 2016).

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Chapter 2: Literature review
To comprehend conceptual understanding about online Travel Agents
According to Kim (2014), an online traveling agency is an effective technique that supports
the organization for offering their travel goods and services to their consumers. The products
could be associated with car rentals, flights, and hotels services. It can be vital in getting a
favourable outcome about the organizational task. The hotel industry is being a famous
industry in the current era. It is stated that an online traveling agency could deliver many
advantages of practicing the offline travel agency as it would be imperative in attaining the
research. It would be vital in building the booking structure is allowing in instant bookings.
In support of this, Mohseni et al. (2018) stated that online travel agents could be effective in
getting a role in obtaining in favorable data towards research. The online travel agents could
be vital role in improving performance of hotel. It is illustrated that there are different kinds
of the channel which might be considered by the firm to have decision effectively. The online
traveling agent could be known as a popular tool that is crucial in obtaining the data towards
research issue. The online traveling agent could also be an essential tool in offering the best
services to consumers who use a hotel. It could be in enhancing the hotel bookings.
In oppose to this, Liu and Zhang (2014) illustrated that online traveling agent could make
websites that offer the opportunity to comprehend offers of hotels and have services of a
hotel.
It can also enhance the capabilities of obtaining the favourable concern. Moreover, websites
can be critical component for attracting the large number of consumers that could also
support to enhance the growth percentage, which will direct to get reliable result. The
organization could be imperative in managing the revenue of the firm.
On the other hand, Gössling and Lane (2015) stated that online traveling agents are increased
that could be significant for hotels due to distributing the distribution and marketing channel.

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The increasing number of consumers due to practicing online traveling agents. It could
increase the products and services of the hotel among a huge number of consumers. OTA
could increase hotel the consumers for the hotel. It is illustrated that the consumer could be
capable to search hotels and have the products and services of a hotel. Moreover, hotels
which are listed on online travel agent websites could also be beneficial for referring to the
billboard effect. It refers to a fact which online travel agent could offer a way of promoting
and making its users aware of a hotel on their platform.
In support of this, Ivanov and Webster (2017) illustrated that after increasing this awareness
of the people they use search procedure before taking the decision towards any kinds of
goods and services. It is examined that OTA can make decision on the basis of the user’s
experience. The organization can make a charge for commission fee to suppliers (online
travel agent). The precise fee could be different from the services to services, but it could be
imperative in increasing number of consumers. It is illustrated that the commission could fee
that is used by the organization for completing any commitment of the firm It is effective for
making the link between services offers as well as a hotel.
On the other side, Riasi and Pourmiri, (2015) illustrated that the commission fee could vary
from agent to agent. It is illustrated that higher fees could be charged at the time of getting
positive result towards the organizational growth. It is a trade-off for those who are in the
hotel industry due to the online traveling agent could be effective for selling rooms but it
could be likely to be one of its most expensive channels.
Discover the impact of the OTA (Online Travel Agents) on the Irish Hotel Industry
According to Bilgihan, et al. (2015) online travel agents could offer an opportunity to hotels
in increasing their services and support to make a decision effectively. The travel agents
could offer positively as well as negatively affect the performance of the hotel. Online travel
agents could consider different sources named as Hotels.com and Trivago. It is stated that

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online traveling agents in the national hospitality department. In addition, it is illustrated that
the distribution channels can leading to increase possibilities of obtaining competitive
advantages in the limited time and cost. Further, it is examined that online traveling agents
could increase the probabilities of success by 28.09%. It can direct to getting competitive
advantages.
In support of this, Barreda et al. (2015) stated that it is hard to acquire appointments without
having OTA associations for lodging. It is also founded that alongside OTAs, GDS, get-away
rentals and even lodging site assume a vital job in expanding in appointments. Numerous
hoteliers are hesitant to work with such online conveyance channels out of the dread that they
are going to pay a high commission and resultantly, they won't increase enough net revenue.
On the other side, Neirotti et al. (2016) illustrated that OTAs give an opportunity to access a
higher number of potential consumers. The potential opinions of interest in using the online
trip professional to sell products and services. It genuinely strategy to the property list and
their rooms. In addition, it is examined that potential decreases in web based promoting by
considering OTTs that will support to publicizing the potential global consumers. It declines
the costs of sites by entailing OTA. It will be imperative for increasing the growth of the
frim. It will be useful to meet the organizational task. The online travel destinations could be
imperative in the attainment of the organizational task. In addition, it is illustrated that
unprejudiced audits could be possible by entailing the OTAs as it could support to make new
clients. At the point when a definitive objective of an hotelier is to the best visitor experience,
the organization can't deny the way that the experience begins directly from when they make
the booking.
In opposed to this, Ling et al. (2015) stated that OTAs could quite expensive presentation to
the voyages around the world. An organization could get an expanded perceivability
subsequently, making you known to the visitors your lodging takes into account. In all

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honesty, however, online travel organizations can really direct people to your inn site. The
voyagers perusing your postings on an OTA regularly get inquisitive enough to look at
organization’s websites and measure the standard of administrations that are provided by the
hotel. 52% of explorers visit the websites subsequent to seeing the room that is recorded on
OTA.
Stangl et al. (2016) argued that each organization has the desire to know the ways of
increasing higher awareness of hotel services with a higher number of appointments. All the
more in this way, an organization can position on the OTAs will likewise assume a huge job
here, ensuring that their visitors discover the hotel services effectively. Despite the property
type you possess, posting on various online travel offices will bring the correct sort of group
at your lodging, in this manner enabling you to take into account the visitors in the most ideal
manner conceivable. OTAs enable bookers to look at surveys and get a thought of the
organization administrations, in the end giving them a push to book with the specified hotel.
In support of this, Amaro and Duarte (2015) stated that an extensive number of visitors
experience the surveys before booking their remain, positive audits will make hotel
progressively obvious through better rankings on the OTAs. Thinking about the above
focuses, getting ideal execution from only a couple OTAs isn't plausible. It is prudent to have
a keen system for hotel services on the web dissemination and therefore go for more OTA
associations for your inn. Without appropriate conveyance the board, organization are
probably going to pass up tremendous income age openings (Law et al. 2014)
In contrast to this, Law et al. (2015) illustrated that programming alternatives enable the
organization to deal with huge number of consumers. Albeit online trip specialists enables the
organization to fill rooms, it is critical to augment that is most productive incomes by dealing
without other sites. The organization ought to persistently deal with organization site design
improvement strategies and different advanced showcasing systems. Organization could

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concentrate on client maintenance systems, as well as legitimately concentrates on current
clients (counting those increased through OTAs) by considering email and direct advertising.
Recommended strategies for improving the online Travel Agents practices in the Irish hotel
industry
Wang et al. (2015) stated that an organization could concentrate on consumers as well as
technology for increasing the sale of goods and services. The technology is an imperative tool
for making a connection between two and more people to share the information with each
other. In the current era, the hotel industry should need to understand how much an individual
use tool for operating the business. It can also be recommended that promotions and
diversification of channels could be effective in getting a favorable research outcome. The
promotional tool could be imperative in making the positive image of consumers to have
decision effectively. It can also be recommended that the organization should try to make a
positive relationship with people who have promoted to the products and services of the
organizations.

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Chapter 3: Research methodology
Introduction
This section could support researcher to assess tools which are utilized in dissertation to
conduct study appropriately as well reach targeted research aim as well objectives
(Mukhopadhyay and Gupta 2014). Certain factors consist of this chapter such as research
approach, philosophy, strategy, data pooling, and data analysis techniques. It could also be
advantageous in achieving the main goal of the research work. These research methods are
the following:
Research approach
The approach is useful in determining beliefs as well as views of research candidates related
to research concern. It supports the investigator to build an effective plan to conduct the
investigation by practicing certain tools of the research. The deductive and inductive
approach is used for performing research work. In this way, the inductive research approach
facilitates the investigator to obtain theoretical information that is associated with the
research issue (Mukhopadhyay and Gupta 2014). Another type approach of research is
deductive approach that is utilized for making a hypothesis that could be beneficial for
analyzing the accumulated data and also assist in obtaining a valid conclusion. In order to
prove the pooled data by utilizing hypothesis, deductive approach chosen by investigator for
this research work. Theoretical information related to research work is not required in
performing this study, hence inductive research approach could not be utilized by the
investigator. On the other hand, it is found that research has objective nature so that deductive
approach is more suitable for research work (Reynolds, et al., 2014).

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Research strategy
Literature review together with survey through a questionnaire research strategies have used
by the investigator for this research work. In such a way, Literature review tool assists
scholar to analyse the conceptual information related to research issues (McCusker and
Gunaydin, 2015). Whereas, survey through questionnaire supports in getting the relevant
perception as well as opinion of participants in context of concern. Feasible research strategy
leads the investigator for reaching at the targeted goal. It is also evaluated that both research
strategy techniques are exercised by research scholar in order to obtain statistical and non-
numerical information in the favor of impact of OTA (online Travel Agents) on Irish Hotel
Industry.
Research type
Different kinds of research tools are practised in research works that are named as descriptive
research, exploratory research and explanatory research method (Walliman, 2017). The
researcher has selected descriptive research method for this research works because this
research method delivers a precise research outcome and also supports in achieving a feasible
and authentic conclusion.
This research method also enables the researcher to define the relationship between
independent variable as well dependent variable. In addition, this tool also is an advantageous
aspect in research work as it plays crucial role in accomplishment of study aim and objectives
in the least time as well as less money (Smith, 2015).
Data collection
Primary and secondary both methods of data pooling has utilized by research scholar in order
to attain reliable data associated with the impact of OTA (online Travel Agents) on the Irish
Hotel Industry. From this way, primary is referred to as innovative and fresh data related to
research work that is pooled by the researcher first time (Jamshed, 2014). Survey through

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questionnaire has practiced by the investigator in order to pool the primary data. Another
method of data pooling is secondary data gathering tool that enables invetsigator to attain
authentic data in favor of concern. Secondary data is pooled by various sources that are
academic publication, articles, journals, books, and online and offline sources. In this
research work, the researcher has exercised both methods of data pooling as it is significant
for getting theoretical and numerical data related to research matter (Choy, 2014).
Data analysis method
Data analysis tool supports evaluating the accumulated data and achieves aim as well
objectives of research study. Different types of techniques have consisted of data analysis that
is practiced by the investigator that is named as qualitative and quantitative method of data
analysis. It is beneficial for getting a reliable conclusion. In quantitative data analysis tool,
researcher has utilized content analysis technique that is pooled by using various sources
named as authentic websites, articles, journals, and books. Further, it is also an advantageous
factor of data analysis as it assists in evaluating the pooled data (Bauer, 2014).
Different types of techniques have consisted of data analysis that is practiced by the
investigator that is named as a qualitative and quantitative method of data analysis. It is
beneficial for getting favourable conclusion. In quantitative data analysis tool, researcher has
utilized content analysis technique that is pooled by using some reliable sources such as
authentic websites, articles, journals, and books. Further, it is also an advantageous factor of
data analysis as it assists in evaluating pooled data (Bresler and Stake, 2017).
Sampling method
Sampling strategy considers certain tools which are used by the investigator in order to select
the appropriate size of the sample from numerous people and these tools are named as the
non-probability sampling tool and probability sampling technique (Flick, 2015). With the
motive of this work, simple probability tool is employed than the non-probability sampling

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tool, probability sampling tool provides favourable result. Hence, simple random sampling
was used by the researcher to choose the respondents on a random basis and reach the
specified aim of this research work. 75 employees have selected by research scholar as per
the age, education, and gender who has to work in Irish hotel in order to get their perception
and beliefs related to the impact of OTA (online Travel Agents) on the Irish Hotel Industry.
Ethical consideration
It leads investigator to perform research work ethically and enables the researchers to behave
in a positive manner with the research participants and during the research study. Ethical
norms have followed by a researcher so that research scholar easily differentiate accurate and
incorrect things (Silverman, 2016).
Research limitation
Different factors have considered by the researcher that could affect the entire research
outcome such as time, cost, resources and least interest of respondents. Particular time
duration bounded the investigator to accomplish the research work in the allocated time and it
affects the authenticity of research result (Mackey and Gass, 2015).
Survey through questionnaire
Please tick mark on your gender
A. Male
B. Female
Please specify your age
A. Under 23
B. 23 to 28 years
C. 29-34 years
D. More than 35
Please specify your experience

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A. Less than 1 years
B. 2 years to 6 years
C. 7 to 11 years
D. More than 11 years
Objectives
To comprehend conceptual understanding about online Travel Agents
In your opinion, OTA (online travel agency) is an online service that sells goods and services
related to the consumers?
A. Strongly agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree
Do you think that OTA delivers benefits to the organization by making a link between the
organization and travel agency?
A. Yes
B. No
In your opinion, online travel agents could play a vital role in the hotel due to offering
marketing as well as a distribution channel to the firm?
A. Strongly agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree

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Do you agree that online travel agents could make booking as their users and they make
money by charging commission amount to the suppliers?
A. Strongly agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree
Discover the impact of the OTA (Online Travel Agents) on the Irish Hotel Industry?
In your opinion, OTA can offer an opportunity to the organization for investing a huge
amount of money in attracting a huge number of customers by using it as marketing
promotional tool?
A. Strongly agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree
Do you think that online travel web sited are popular with consumers who desire to relate
accommodation costs as well as the services delivered by the service providers?
A. Yes
B. No
Do you agree that the OTA (Online Travel Agents) could a positive impact on the
performance of the Irish hotel industry?
A. Strongly agree
B. Agree
C. Neutral

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D. Disagree
E. Strongly disagree
Recommended strategies for improving the online Travel Agents practices in the Irish
hotel industry.
Do you believe that strategies could be supported to improve the practices of online travel
agents?
A. Yes
B. No
In your opinion, which strategies are more effective to improve online Travel Agents
practices for a hotel?
A. Focus on consumers and technology
B. Diversification of online channels and promotion
C. Make the most of hotels’ relationship with OTAs
D. All of the above

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Chapter 4: Data analysis and findings
Demographic factor
Table 1: Gender
Gender
Male 35
Female 40
Chart 1: Gender
47%
53%
Gender
Male
Female
The above table demonstrated that researcher employed both feminine and masculine to
conduct this study. The investigator wants to get the perception of both females as well as
male as it would be effective to get a different result. This researcher has selected to 35 out of
75 participants who are male while 40 out of 75 were female.
Table 2: Age Group
Age Group
Under 23 8
23 to 28 years 33
29-34 years 27

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More than 35 7
Chart 2: Age Group
Under 23 23 to 28 years 29-34 years More than 35
0
5
10
15
20
25
30
35
Age Group
The collect data depicted that the investigator has selected under 23 to more than 35 years old
for conducting this study. Herein, 33 out of 75 people were come in age group of 23-28 years
while only 7 out of 75 participants had more than 35 years old.
Table 3: Experience
Experience
Less than 1 years 22
2 years to 6 years 38
7 to 11 years 10
More than 11 years 5
Chart 3: Experience

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Less than 1 years 2 years to 6 years 7 to 11 years More than 11 years
0
5
10
15
20
25
30
35
40
Experience
With motivate of this study, it is demonstrated that the investigator has choose less than 1
year of expertise to more than 11 years of expertise in hotel industry. 38 out of 75 participants
were having 2 to 6 years of experience in hotel industry. It is addressed that primary cause of
selecting this expertise of people is that they are more aware of the research matter. These
participants have shown their interest in a study that could be vital to get information about
the study. It is illustrated that 5 out of 75 participants have more than 11 years of practise. In
this stuyd, few numbers of research candidates due to getting the real data as these
participants could provide a diplomatic answer to research participants.
Table 4: OTA (online travel agency) is an online service that sells goods and services related
to the consumers
OTA (online travel agency) is an online service that
sells goods and services related to the consumers
Strongly disagree 11
Disagree 17
Neutral 5
Agree 18
Strongly agree 24

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Chart 4: OTA (online travel agency) is an online service that sells goods and services related
to the consumers
Strongly
disagree Disagree Neutral Agree Strongly agree
0
5
10
15
20
25
30
OTA (online travel agency) is an online service
that sells goods and services related to the
consumers
From evaluation of factual data, it is founded that 42 out of 75 applicants were supposed that
OTA (online travel agency) is an online service that could supports to sold goods and
services related to the consumers while 28 out of 75 were not agreed in the context of this
statement.
Table 5: OTA delivers benefits to the organization by making a link between the organization
and travel agency
OTA delivers benefits to the organization by making a
link between the organization and travel agency
Yes 60
No 15
Chart 5: OTA delivers benefits to the organization by making a link between the organization
and travel agency

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80%
20%
OTA delivers benefits to the
organization by making a link
between the organization and travel
agency
Yes
No
With the favour of gathered facts, 60 out of 75 applicants seek that OTA delivers benefits to
the organization by making a link between the organization and travel agency while 15 out of
75 felt that this statement is wrong as it is not compulsory that the OTA could be effective for
organization.
Table 6: Online travel agents could play a vital role in the hotel due to offering the
marketing as well as a distribution channel to the firm
Online travel agents could play a vital role in the hotel
due to offering the marketing as well as a distribution
channel to the firm
Strongly disagree 11
Disagree 9
Neutral 3
Agree 30
Strongly agree 22
Chart 6: Online travel agents could play a vital role in the hotel due to offering the
marketing as well as a distribution channel to the firm

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Strongly
disagree Disagree Neutral Agree Strongly agree
0
5
10
15
20
25
30
35
Online travel agents could play ab vital role in the
hotel due to offering the marketing as well as
distribution channel to the firm
It is also illustrated that 52 out of 75 participants agreed that online travel agents could play a
vital role in the hotel due to offering the marketing as well as a distribution channel to the
firm while 3 out of 75 were not agreed nor disagreed with the same. It is also stated that 20
out of 75 totally not agree with this.
Table 7: Online travel agents could make booking as their users and they make money by
charging commission amount to the suppliers
online travel agents could make booking as their users
and they make money by charging commission amount
to the suppliers
Strongly disagree 15
Disagree 12
Neutral 7
Agree 23
Strongly agree 18

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Chart 7: Online travel agents could make booking as their users and they make money by
charging commission amount to the suppliers
Strongly disagree Disagree Neutral Agree Strongly agree
15
12
7
23
18
online travel agents could make
booking as their users and they make
money by charging commission
amount to the suppliers
The collected data demonstrated that 41 out of 75 participants believed that online travel
agents could make booking as their users and they make money by charging commission
amount to the suppliers while 27 out of 75 research candidates were totally denied to this
statement.
Table 8: OTA could offer an opportunity to the organization for investing a huge amount of
money for attracting a huge number of consumers by using it as the marketing promotional
tool
OTA could offer an opportunity to the organization for
investing a huge amount of money for attracting a huge
number of consumers by using it as the marketing
promotional tool?
Strongly disagree 13
Disagree 11

MANAGEMENT 27
Neutral 3
Agree 19
Strongly agree 29
Chart 8: OTA could offer an opportunity to the organization for investing a huge amount of
money for attracting a huge number of consumers by using it as the marketing promotional
tool
Strongly
disagree Disagree Neutral Agree Strongly agree
0
5
10
15
20
25
30
35
OTA could offer an opportunity to the
organization for investing huge amount of
money for attracting huge number of consumers
by using it as the marketing promotional tool?
The collected data demonstrated that 48 out of 75 participants believed that OTA could offer
an opportunity to the organization for investing a huge amount of money for attracting a huge
number of consumers by using it as the marketing promotional tool while 24 out of 75
research candidates were disagree with same.
Table 9: Online travel web sited are popular with consumers who desire to relate
accommodation costs as well as the services delivered by the service providers
Online travel web sited are popular with consumers
who desire to relate accommodation costs as well as
the services delivered by the service providers
Yes 60

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No 15
Chart 9: Online travel web sited are popular with consumers who desire to relate
accommodation costs as well as the services delivered by the service providers
80%
20%
online travel web sited are popular
with consumers who desire to relate
accommodation costs as well as the
services delivered by the service
providers Yes
No
With respect to the above table and chart depicted that 60 out of 75 believes that Online
travel web sited are popular with consumers who desire to relate accommodation costs as
well as the services delivered by the service providers while 20 % of the total population
were not in the favour of this declaration.
Table 10: OTA (online Travel Agents) could positively impact on the performance of the Irish
hotel industry
OTA (online Travel Agents) could positively impact
on the performance of the Irish hotel industry
Strongly disagree 11
Disagree 8
Neutral 4
Agree 34
Strongly agree 18

MANAGEMENT 29
Chart 10: OTA (online Travel Agents) could positively impact on the performance of Irish
hotel industry
Strongly
disagree Disagree Neutral Agree Strongly agree
0
5
10
15
20
25
30
35
40
OTA (online Travel Agents) could positive impact
on the performance of Irish hotel industry
From the collected information, it is illustrated that 52 out of 75 participants believed that
OTA (online Travel Agents) could positively impact on the performance of Irish hotel
industry while 19 candidates disagreed with this statement. It is also founded that 4 out of 75
participants were not agreed nor disagreed with this declaration.
Table 11: Do you believe that strategies could be supported to improve the practices of
online travel agents
Do you believe that strategies could be supported to
improve the practices of online travel agents
Yes 55
No 20
Chart 11: Do you believe that strategies could be supported to improve the practices of
online travel agents

MANAGEMENT 30
73%
27%
Do you believed that strategies could
supported to improve the practices
of online travel agents
Yes
No
From the collected data, it is addressed that 55 out of 75 research candidates believed that
strategies could be supported to improve the practices of online travel agents while 20 out of
75 believed that it is not compulsory that strategies could improve the performance of the
organization.
Table 12: which strategies are more effective to improve online Travel Agents practices for a
hotel?
which strategies are more effective to improve online
Travel Agents practices for hotel
Focus on consumers and technology 10
Diversification of online channels and promotion 12
Make the most of hotels’ relationship with OTAs 13
All of the above 40
Chart 12: which strategies are more effective to improve online Travel Agents practices for
hotel

MANAGEMENT 31
Focus on consumers
and technology Diversification of
online channels and
promotion
Make the most of
hotels’ relationship
with OTAs
All of the above
0
5
10
15
20
25
30
35
40
45
which strategies are more effective to improve
online Travel Agents practices for hotel
The above chart depicted that there are many strategies that might be used by the hotel to
improve the practices of OTA and influence the productivity of organizational performance.
It is founded that 40 out of 75 candidates believed that firm has used certain strategies named
as concentrate on consumers and technology, develop an effective relationship with the most
with OTAs, and Diversification of online channels and promotion as it could affect to the
overall productivity of the organization.
Findings
With evaluation of the data, it is found many research applicants believed that OTA (online
travel agency) is an online service that sells goods and services related to the consumers.
Most of the research participants agreed that OTA delivers benefits to the organization by
making a link between the organization and travel agency. It is illustrated a huge number of
candidates seek that online travel agents could play a vital role in the hotel due to offering the
marketing as well as a distribution channel to the firm. This questionnaire demonstrated that
most of the participants also believed that online travel agents could make booking as their
users and they make money by charging commission amount to the suppliers.
These data is favored by opinion of, Mohseni et al. (2018), as it is examined that distribution
channels could lead to increase the possibilities of obtaining competitive advantages in

MANAGEMENT 32
limited resources. Further, online traveling agents could increase the probabilities of success
by 28.09%. It can direct for getting higher competitive advantages. OTAs give an opportunity
to access an enormous number of potential clients. Potential points of interest in utilizing an
online trip specialist to sell products and services.
From the examination of the survey through the questionnaire, it is addressed that there is a
large number of people who believed that OTA could offer an opportunity to the organization
for investing a huge amount of money for attracting a huge number of consumers by using it
as the marketing promotional tool. A large number of research candidates agreed that online
travel web sited are popular with consumers who desire to relate accommodation costs as
well as the services delivered by the service providers. Most of the research candidates
agreed that the OTA (Online Travel Agents) could positively impact on the performance of
the Irish hotel industry.
These findings were supported by the opinion of Liu and Zhang (2014), as it was stated that
online traveling agent could make websites that offer an opportunity to comprehend offers of
hotels and have services of a hotel. It could also increase the possibilities of getting a
favourable outcome. In addition, it is examined that websites could be an imperative factor
for attracting a huge number of consumers in the least time as it could also support to
enhance the growth percentage, which will lead to getting a reliable result. The organization
could be imperative in managing the revenue of the firm. Online traveling agents are
increased that could be significant for hotels due to distributing the distribution and
marketing channel. The increasing number of consumers due to practicing online traveling
agents. It could increase the products and services of the hotel among a huge number of
consumers. OTA could increase hotel the consumers for hotel
From the polled data, it can be founded that applicants agree that strategies could be
supported to improve the practices of online travel agents. Further, it is also illustrated that

MANAGEMENT 33
organization could practice certain strategies named as concentrate on consumers and
technology, develop an effective relationship with the most with OTAs, and Diversification
of online channels and promotion as it could be affected to the overall productivity of the
organization.
These data were supported by the opinion of Gössling and Lane (2015), as it depicted that
OTA supported to the firm to evaluating the cost of the destination as it would create the
connivance for the clients. Unprejudiced audits about the online travel destinations may give
a chance to make new clients. At the point when a definitive objective of an hotelier is to the
best visitor experience, the organization can't deny the way that the experience begins directly
from when they make the booking. It can also be recommended that promotions and
diversification of channels could be effective in getting a favorable research outcome. The
promotional tool could be imperative in making the positive image of consumers to have
decision effectively. It can also be recommended that the organization should try to make a
positive relationship with people who have promoted to the products and services of the
organizations.

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Chapter 5: Conclusion and recommendation
Conclusion
To comprehend conceptual understanding about online Travel Agents
From the interpretation of the above data, it is founded that OTA (online travel agency) is an
online service that sells goods and services related to the consumers. It can be summarized
that OTA delivers benefits to the organization by making a link between the organization and
travel agency. It can be concluded that online travel agents could play a vital role in the hotel
due to offering the marketing as well as a distribution channel to the firm. Further, it can be
illustrated that online travel agents could make booking as their users and they make money
by charging commission amount to the suppliers.
Discover the impact of the OTA (Online Travel Agents) on the Irish Hotel Industry
With respect to the above discussion, it can be summarized that online Travel Agents could
offer an opportunity to the organization for investing a huge amount of money for attracting a
huge number of consumers by using it as the marketing promotional tool. It can be concluded
that online travel web sited are popular with consumers who desire to relate accommodation
costs as well as the services delivered by the service providers. It can be founded that OTA
(online Travel Agents) could a positive impact on the performance of the Irish hotel industry.
Recommended strategies for improving the online Travel Agents practices in the Irish
hotel industry.
It can also be concluded that strategies could be supported to improve the practices of online
travel agents. It can also be illustrated that there are many strategies that are considered by
the organization to improve the online travel agency practices in the organization and get
higher competitive advantages named as Diversification of online channels and promotion,
tried to make the effective relationship with online travel agents, and concentrate on the

MANAGEMENT 35
technology as well as customers. It could support to increase the sustainability of the
organization.
Recommendation
In the recent business period, it is imperative for the organization to improve the practices of
an online agent in the organization due to increasing the sale of the firm and get a possible
result. The organization should be concentrated on the new technology and try to tie up with
it and connect the business to the consumers (Yang, et al., 2014). The organization could use
social media and interact with a different online travel agent for operating the business
effectively (Raguseo and Vitari, 2017). It is observed that social media is a tool that makes
an association between the company and online agents that would be effective to convey the
message of the organization to the agent and get a favorable result. It can be suggested that
organization should also focus on the unique value of proposition due to increasing the
practices of the online travel agent as they would facilitate to get a positive result in the favor
of the research matter (Ivanov, et al., 2015).
It can also be suggested that the organization should also be needed to use the attractive
packages for the online travel agents as it would be effective for influencing agents towards
the hotel. It would also be imperative to influence a huge number of consumers in less time
and cost. The attractive packaging structure could enable to firm for increasing possibilities
of getting positive responses. It can also be suggested that the hotel should evaluate the OTA
costs for evaluating the benefits of the firm (Yazdanifard and Yee, 2014).
It can also be suggested that a marketing manager of the organization could communicate
with the top manager about the cost of having the decision effectively. It will directly be
affected by the research issue. It can be suggested that OTS could offer multiple booking
media to the firm hence organization should use different sources that directly impact on the
performance of the firm (Buhalis and Mamalakis, 2015). It can also be recommended that

MANAGEMENT 36
organization should be trained to their employee to conduct ethical behavior with the online
travel agents for making a positive relationship with them. A positive relationship between
the organization as well as an online traveling agent could offer a higher opportunity to the
organization to increase the profitability with the higher competitive advantages (Hua, 2016).

MANAGEMENT 37
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