การวิเคราะห์ปัจจัยและผลกระทบจากการใช้ธุรกิจตัวกลางจองที่พักออนไลน์ของผู้ประกอบการโรงแรมขนาดกลางและขนาดย่อมในหัวหิน

Weera Weerasophon

doi:10.60027/iarj.2025.284377

Authors

Weera Weerasophon College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Bangkok, Thailand https://orcid.org/0009-0009-6905-4019

DOI:

https://doi.org/10.60027/iarj.2025.284377

Keywords:

Online Travel Agency, Hotel Business, Business Impact

Abstract

Background and Aims: Hotels in Hua Hin increasingly rely on Online Travel Agency (OTA) platforms despite high commission rates, but in-depth impact studies are lacking. This research aims to (1) study personal factors and perceptions of OTA among small and medium-sized hotel operators in Hua Hin, (2) analyze attitudes and behaviors in using OTA services, and (3) assess the business impacts of OTA usage.

Methodology: This mixed-methods research collected quantitative data from 384 small and medium-sized hotel operators in Hua Hin using a validated questionnaire (IOC = 0.93, Cronbach's Alpha = 0.91). Data were analyzed using descriptive statistics, Chi-square, and Cramer's V, along with in-depth interviews of 15 operators with at least 3 years of OTA experience, analyzed through content analysis and member checking.

Results: (1) Most operators hold bachelor's degrees, are business owners, have 3-5 years of OTA experience, and perceive OTA benefits at the highest level, especially in increasing sales and revenue. (2) Operators show the highest level of attitudes toward OTA use, particularly in technology acceptance, with most using it daily and preferring 2-3 platforms. (3) Business impacts were at the highest level in both financial aspects, especially room revenue increase, and operational aspects, particularly customer reach.

Conclusion: Personal factors, perceptions, and attitudes significantly correlate with OTA usage behavior and business impacts. Despite commission cost challenges, OTAs play a crucial role in increasing revenue and operational efficiency.

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