The Dark Side as a Case Study of OYO Hotels Aggregator : Do They Really Matter to Tourism Image in India

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Published: Jun 30, 2022
DOI: https://doi.org/10.56763/ijfes.v1i.39
Keywords:
COVID,, Aggregator,, Image,, Perceptions,, Significant,, Tourism.

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Soumendra Kumar Patra
Sr. Asst. Professor (QT & OM), School of Management Studies, Ravenshaw University, Odisha
Shikta Singh
Associate Professor of Management School of Management, KIIT University, Odisha

Abstract

The goal of this research study is to look at how COVID affects OYO hotel chain aggregators and consumer perception throughout the COVID era. The information was gathered using a quantitative survey approach from 278 respondents from various OYO hotels in India throughout the COVID period. All returned questions were entered into SPSS and analysed using AMOS 23.0 and the structural equation modelling (SEM) approach. The data revealed that all of the investigated parameters had a substantial and
favourable impact on the image of OYO hotels during COVID. Furthermore, the results indicated that sales promotion and pricing contribute the most to the aggregator. Finally,the findings revealed that hotel location, ambience, and atmosphere had a considerable favourable impact on shop image. The outcomes of this study contribute to our understanding of the impact of these elements in affecting OYO hotel aggregator consumer behaviour during the COVID era in India.

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How to Cite
Patra, S. K., & Singh, S. (2022). The Dark Side as a Case Study of OYO Hotels Aggregator : Do They Really Matter to Tourism Image in India. International Journal of Finance, Entrepreneurship & Sustainability, 2(1). https://doi.org/10.56763/ijfes.v1i.39
Issue
Vol-2, Issue-1 (January- June)
Section
Articles