The Influence of Online Travel Agents (OTA) on Buying Interest at Holiday Inn Resort Bali Canggu
DOI:
https://doi.org/10.55927/wakatobi.v4i1.71Keywords:
Online Travel Agent (OTA), Buying Interest, Holiday Inn Resort Bali CangguAbstract
Technological developments have changed the behavior of tourists in booking hotel accommodation through Online Travel Agents (OTA). The research aimed to determine the influence of OTA on buying interest at Holiday Inn Resort Bali Canggu. The descriptive quantitative method was used with purposive sampling technique on 100 respondents. The results show that OTA has a significant positive influence on buying interest, as seen in the t-count value of 4.444 which exceeds the t-table of 1.660. The determination coefficient shows that OTA has an influence of 16.8% on buying interest. These findings confirm the important role of OTAs in increasing tourists' interest in choosing specific accommodations.
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