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An Analysis of the Global OTA(online travel agency) Users’ Experiences in Consumer Rights Issues: Based on Grounded Theory

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(2), pp.93-114
  • DOI : 10.17086/JTS.2020.44.2.93.114
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : February 10, 2020
  • Accepted : February 24, 2020
  • Published : March 1, 2020

Lee, Jin-Hee 1 Kim, Nam Jo 2

1
2한양대학교

Excellent Accredited

ABSTRACT

While most previous studies on the global OTA(Online Travel Agency) have investigated the selection attributes of the global OTA, this study contributes to the field by examining the consumer rights issues of global OTA. Based on the grounded theory, this study examined global OTA users' experience of consumer rights related problems. To this end, in-depth interviews were conducted among fourteen Korean OTA users who experienced consumer rights related problems with a global OTA within the last six months. Analyses of the data came up with 88 concepts, 31 sub-categories and 10 core categories of the users’ consumer right related problems and based on this, the paradigm model was formed. Results showed that the causal conditions included a restriction on the application of domestic law, and the contextual conditions consisted of the passive responses of government, weakening competitiveness of travel agencies in korea, and the oligopoly of global OTA. Results also indicated that the intervening conditions involved expectancy-disconfirmation and negative attitudes. The users’ actions/interactions included finding consumer remedies, pursuing alternatives, and the consequence was to increase interests in global OTA policy. Finally, results of selective coding showed that the core category was to be interested in global OTA policies through exploring consumer remedies of global OTA and pursuing alternatives.

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