Booking Channel Preference Scale

What it measures

Measures tourists' preferences for different travel booking channels: online travel agencies (OTAs — Booking.com, Expedia), direct booking with the property or airline, traditional travel agents, and mobile booking apps. Channel preference is a major strategic issue for hotels, airlines, and tour operators given the massive shift to OTAs and its implications for distribution costs and customer relationship management.

Representative items

• I prefer to book hotels through online travel agencies like Booking.com or Expedia. (OTA)
• I prefer to book directly with the hotel or airline. (Direct)
• I feel more confident booking travel through a traditional travel agent. (Traditional)
• I prefer to book travel on my smartphone or tablet. (Mobile)
• OTAs give me the best deals and comparison ability. (OTA)

Citation

Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26(5), 727–750.