A Model of Posted-Price Opaque Booking System Implemented for Indonesian-Market Online Travel Agent. Case Study: Klikhotel.com

Ibrahim, Niko and Verliyantina, Verliyantina (2013) A Model of Posted-Price Opaque Booking System Implemented for Indonesian-Market Online Travel Agent. Case Study: Klikhotel.com. In: Information Systems International Conference (ISICO) 2013, December 2nd-4th 2013, Bali.

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Abstract

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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: opaque selling, price discrimination, online travel agent, opaque intermediaries, e-commerce
Subjects: T Technology > T Technology (General)
Depositing User: Perpustakaan Maranatha
Date Deposited: 26 Feb 2016 06:40
Last Modified: 26 Feb 2016 06:40
URI: http://repository.maranatha.edu/id/eprint/19017

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