A Model of Posted-Price Opaque Booking System Implemented for Indonesian-Market Online Travel Agent. Case Study: Klikhotel.com
| Main Authors: | Ibrahim, Niko, Verliyantina, Verliyantina |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Terbitan: |
, 2013
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| Subjects: | |
| Online Access: |
http://repository.maranatha.edu/19017/1/2.%20A%20Model%20of%20Posted-Price%20Opaque%20Booking%20System.pdf http://repository.maranatha.edu/19017/ |
Daftar Isi:
- The subject of this research is to find out the most suitable of opaque selling strategy without diluting hotel brand and pricing policy to be implemented in Klikhotel.com, an Indonesian-based online travel agent (OTA). The starting point of the research is a literature study in opaque selling theory, roles of OTA, and behavior study of Indonesian online market. It is followed by choosing a potential opaque selling mechanism and analyzing OTAs which have applied this mechanism. After analyzing similar systems, an adapted system is created for the current system of Klikhotel.com. It is used a simple test market to measure the feasibility of a new product from customer's perspective. We design a system that is less opaque to adjust the Indonesian market that still require photos and reviews in decision inaking prior to booking a hotel. Our design results in an additional tool in the klikhotel.come extranet system which called 'mystery hotel' promotion whereas for the customer module, we design that the opaque hotels displayed in a higher position than the non opaque one to increase conversion rates. The opaque selling mechanism using this posted price strategy has been tested to Klikhotel.com current customers and has shown a positive result.