1
MOTIVATION OF VILLA MANAGER IN NORTH KUTA DISTRICT,
BADUNG, BALI USE ONLINE TRAVEL AGENTS
AS PROMOTION AND SALES MEDIA
Made Antara
1), Nyoman Madiun
2)and Luh Sri Astuti
3) 1)Tourism Research Consortium, University of Udayana, Bali, Indonesia (email: antara_unud@yahoo.com)
2)Bali Tourism Education Institute, Nusa Dua, Bali, Indonesia (email: nmadiun@hotmail.com) 3)Official of Bali Provincial Government (email: luhsri77@yahoo.com)
ABSTRACT
Construction of villas in Bali very rapidly, especially in Badung regency with the distribution of
the number of dominant villa in North Kuta district. Based on preliminary study, tourists tend to
make reservations through online travel agents (OTA). Therefore, there is a tendency if the villa
manager in North Kuta District promotion through OTA. The aim of this research is to explain and
analyze the motivation of villa managers in North Kuta District on using
online travel agents as
promotion, and identify the advantage and disadvantage using OTA as promotion and sales
media. Analysis of data use statistic of descriptive dan qualitative descriptive. The result of the
research shows that the motivation of villa manager using OTA as promotion and sales media is
very highly. Advantages earned more than the disadvantages suffered when using OTA as
promotion and sales media. Advantages derived by among others increase occupancy rates, easy
adjust price, receive direct payments, reach wider and more efficient in time and costs, and
possibility to be a repeater guest. But the disadvantages are: net sales decreased villas,
over-booking, and position is higher so the villa into a subordination of OTA.
Keywords: Motivation, Vila Manager, Online Travel Agents.
INTRODUCTION
Tourism in Bali in the last three decades has been growing very rapidly indicated by an
increase in the number of foreign and domestic tourist arrivals. Based on publication of BPS Bali
web (downloaded, 19 November 2015), in 1990 foreign tourist arrivals to Bali just as many as 489,
710 people, in 2000 increased to 1,412,839 people and in 2013 jumped to 3,278,598 people.
Increased tourist arrivals would require means that the more accommodations.
The accommodation sector in Bali is growing rapidly with increases in tourist arrivals, like
hotel, homestay, villas and other accommodation types. According Ismoyo (2011), there is a mode
shift from mass tourism to individual tourism where tourists prefer to stay in a villa that are more
personal. Shift mode can be seen from the tourists who prefer to live in a more private villa,
mainly couple tourists or honeymoon tourist. Shift mode of tourism has led to the increasingly
rapid growth of the villa.
Construction of villas in Bali very rapidly, especially in Badung regency. Number of villas in
the Badung regency in 2009 recorded 73 villas, increasing to 158 villas in 2010, to 293 villas in the
year 2011, reaching 414 villas in the year 2012 and up to July 2013 to 460 villas (Dinas Pariwisata
Badung, 2013), But the spread of villas in the Badung regency concentrate in the North Kuta
district (Evita, et al., 2012). Number of villas have a business license is 460 villas and 41.52 percent
of them are located in the North Kuta District (Dinas Pariwisata Badung, 2013 ).
Growth in the number of villa very rapidly lead to competition on the property business also
increased. Once of competition between villa businesses seen from a very tight competition in
getting potential customers. Various promotion efforts made by the villa industry. Promotion
efforts conducted through various promotion mix committed start from
personal selling,
sales
promotion,
direct marketing,
online advertising and
online marketing is one of them through
online travel agents
(OTA).
Another promotion medium used is through online marketing media,
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Travelers use the Internet to search for information about destinations will be visited before
making a purchase (Gupta and Gulla, 2010). Travelers generally use the Internet for booking travel
products start from booking of air tickets, accommodation services, a tour package even booking
for food and drinks in certain restaurants. A similar explanation is described by a villa manager
who says most tourists make a reservation through the internet. According Kotler (2000), Kotler
and Armstrong (2012: 108), the advantages of online direct marketing is to reduce the cost of
financing such as rental cost or cost of purchasing a store, can make efficiency and reach
worldwide
Internet marketing become the main topic and the reason why almost all the nations of the
world are very interested in the internet. Internet is an interactive medium where Internet users
can communicate without border of distance and time to reach the whole world. Along with the
rapid development of information technology and Internet applications to form new consumer
groups that integrate the website into their daily lives. Websites and social media influence the
way people communicate, make decisions, socialize, learn, entertain themselves, interact with
each other, and even do shopping just by clicking a computer mouse. However, efforts to create a
independent website for villas better known by internet users and potential customers is a matter
that requires considerable time and costs are quite high. Required average visitor to a web page
that is increasing in order to obtain top-ranked website in the search engines, so the villa manager
utilize online travel agents in order to assist the villa to be faster in the know.
Online travel agents (OTA) ravel agents is an online travel agency business, which focus on
dealing with the sale of a variety of tourism products of various tourism businesses are becoming
partners. Tourism businesses are working with OTA from selling the flight services, business
accommodation and other tourism businesses. There are three major OTA in Bali, agoda.com,
booking.com, and expedia.com.
In general, online travel agents (OTA) have a way of working that is almost similar to each
other. The following description of the booking process among the three top OTA in Bali. The
procedure for booking and payment on agoda.com is as follows: booking process performed by
the customer directly through the internet including payment processing via credit card or debit
card, after the payment of a few minutes later a confirmation voucher is sent via email
subscribers. The payment process on agoda.com billed by agoda (agoda collect payment), and the
agoda will pay to the hotel/villa using a virtual card and bank transfer.
North Kuta District is the location with the highest number of villas amongs the districts in
Badung, so it was decided to determine the location of the research in these districts. Therefore,
the need for research to determine motivation of villa manager, and the advantages and
disadvantages use online travel agent as promotion and sales media. Based on the previous
descriptions, so the aim of this research is to explain and analyze the motivation of villa managers,
and identify the advantage and disadvantage using OTA as promotion and sales media.
RESEARCH METHOD
Research Location
The research was conducted in the District of North Kuta, Badung, Bali Province. Selection of
the region as a location for research done purposively, based on the following considerations; (1).
North Kuta District is a district that has the highest percentage of villas spread among other
districts in Badung; (2). The phenomenon of increasing villa managers in North Kuta district uses
online travel agents as promotion and sales media in facing competition in an effort to grab
customers.
Kind and Source of Data
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promotion media. Qualitative data is data that is expressed in the form of statements and
descriptions of the manager of the villa in the North Kuta District, such as the advantages and
disadvantages of using OTA and other data.
The data source is the source of primary and source of secondary. From source of primary
obtained primary data collected directly from primary sources, which acts as respondent such as
data from a questionnaire regarding promotion effort, manager motivation of a villa in the North
Kuta District toward use of online travel agents (OTA) , and interviews on the various advantages
as well as disadvantages the use of OTA. From secondary sources obtained the secondary data
collected from second hand or from other sources which had been available before the study is
done. Secondary data such as data obtained from the documents of various parties such as data
from Badung Tourism Office and the Central Bureau of Statistics Badung.
Research Instrument
Data collection instruments used in the study was a questionnaire filled by the manager of
the villa, the interview guide for villa managers in the North Kuta District, and the researchers
themselves as instrument to collecting the qualitative data.
Method of Data Collection
Data collection methods used in this study is the observation method, interview, and depth
interview and literature study.
Population and Sample
The population in this research is the number of villas have a business license in the North
Kuta District, according to the data Badung Tourism Office in 2013 a total of 191 villas.
Determination of the number of samples is done by using the Slovin formula (see Riduwan, 2010).
With a population of 191 units, then the calculations, as mch as 66 villas. This amount is
considered representative for this research, which suggested using the number of samples at least
5-10 times the number of variables or indicators (see Santoso, 2014). In this research identified 10
variables forming motivation, so that the necessary samples of at least between 50-100
respondents. Considering the time, cost and need for appropriate data by means of factor
analysis, the number of samples in this study assigned 66 people (Table 1).
Table 1
Population and Sample of Villa in North Kuta District, Badung Regency, Bali
Number
Villages
Population of Villa
Percentage
Sample of Villa
1
Kerobokan Kelod
83
44
29
2
Kerobokan
47
25
17
3
Kerobokan Kaja
-
-
-
4
Tibubeneng
33
17
11
5
Canggu
26
13
8
6
Dalung
2
1
1
Total
191
100
66
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to the question- given during the interview. Determination of informants using purposive
sampling method.
Identification and Measurement of the Variables
Motivation variables of villa manager in North Kuta District toward use online travel agents
(OTA) as promotion and sale media decomposed into variables based theory. The description of
the motivation variables are described in Table 2.
[image:5.612.111.521.307.626.2]Measurement of each variable forming motivation using the Likert scale with five levels of
hierarchy. Each response was received for managing the villa to the items statement per
variables/ indicators category from very disagree (very low)=1; disagree (low)=2; neutral
(moderate) =3; agree (height)=4; very agree (very high)=5. To be able to categorize the average
value of the variables of motivation that is a fraction, then the Likert scale can also be made in the
form of class intervals, very disagree (very low)=1-<1.8; disagree (low)=1.8-<2.6; neutral
(moderate)=2,6-<3.4; agree (hight)=3,4-<4.2; very agree (very hight)=4.2-5.0.
Table 2
Factors and Variables Forming Motivation of Manager Villa in North Kuta District, Badung, Bali
Use Online Travel Agents as Promotion and Sales Media
Num ber
Factors Variables/ Indicators
Nota-tion
Measure-mint
Sources
1 Internal Motivation
1) The need for the existence introduce the company and its products (villa) 2) The need for achievement Increase
in occupancy.
3) The need for responsibility Sense of responsibility and demands of the job. 4) The need for attribute causes
Technological development (internet) rapid.
5) The need for personal control Control over the price offered according to low / high season.
6) The need for something new Promotion through
OTA
is a new thing.X1.1 X1.2 X1.3 X1.4 X1.5 X1.6 Ordinal (Likert Scale) Ordinal (Likert Scale) Ordinal (Likert Scale) Ordinal (Likert Scale) Ordinal (Likert Scale) Ordinal (Likert Scale) Psycho-logy Motiva-ton Theory by Mc. Guire (in Neal et al.; 2004: 300-305)
2 External Motivation
1) The need for affiliation Cooperate with the OTA.
2) The need for wage Earn bonuses or incentives were higher than the increase of sales revenue.
3) The need for ease of registration Registration process without administrative fees.
4) The need to imitate more and more businesses as a partner accommodation
OTA
.X2.1 X2.2 X2.3 X2.4 Ordinal (Likert Scale) Ordinal (Likert Scale) Ordinal (Likert Scale) Ordinal (Likert Scale) Psycho-logy Motiva-tion Theory by Mc. Guire (in Neal et al., 2004: 300-305)
Method of Data Analysis
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RESULT AND DISSCUSION
Motivation of Villa Manager in North Kuta District in Using Online Travel Agent
In general motivation of villa managers villa in North Kuta District toward the use of online
travel agents (OTA) as a medium for promotion and sales are at a very high level of motivation
with an average value of 4.32 (Table 3). This shows that the internal and external villa manager is
motivated to use OTA as promotion and sales media, in which the internal motivation is greater
than the external motivation.
[image:6.612.119.507.284.489.2]By measuring the level of motivation of the villa manager in the North Kuta District use OTA
as a promotion and sales media, can be said to provide benefits to the villa manager. Some
respondents of villa manager, like Bugan Villa, Dewani Villa, Villa smile, and Komea Villa stated
that the media they use for the promotion and sales rely OTA only. The need for achievement in
this case an increase in villa occupancy (X1.2) is a variable with a very high level of motivation.
Table 3
Motivation of Villa Manager in North Kuta District, Badung, Bali Use Online Travel Agents
Based on the Average Value of 10 Variable Forming Motivation
Note: The average value of the score of each variable/indicator is based on 66 respondents (villa manager)
Gede Graha Wijaya, supervisor of
Askara Villa revealed that in collaboration with
online
travel agents (OTA) have helped increase the villas occupation rate. Based on occupancy rate data
of
Askara Villa know that OTA OTA contribute 80% of the total annual occupancy, and 20% of
other media such as through an independent website, email or telephone, and a walk in guest.
Gede Graha Wijaya Graha further explained that the progress in information technology and
telecommunications has made it easier for villa managers to do promotion villa at a cost that is
cheaper and easier to do. Explanation from several small villas, mentions that a small villa rely
more on promotion and sales media only OTA with the aim to introduce the villa to the world and
to increase occupancy. Although small villa also manage the independently website, but still not
optimal as a promotion dan sales media of villas. This is because the independent website still
gets lost in the top rankings on search google engines.
Variables need for personal control (X
1.5) is a variable which is derived from an internal
motivation, where the motivation is formed because of the need for villa managers to set up their
own in the types and prices offered to customers. Extranet facilities are provided OTA to provide
more flexibility for villa manager to update the data on the availability of the villa including price.
OTA will also perform automatic calculations commission of the total reservation in the OTA.
Factors
Variables
Average Score
Internal
Motivation
1
The need for the existence
(X
1.1)
4.59
2
The need for achievement
(X
1.2)
4.53
3
The need for responsibility
(X
1.3)
4.29
4
The need for attribute causes
(X
1.4)
4.42
5
The need for personal control
(X
1.5)
4.17
6
The need for something new
(X
1.6)
4.44
Average
4.41
External
Motivation
1
The need for affiliation
(X
2.1)
4.35
2
The need for wage
(X
2.2)
4.32
3
The need for ease of registration
(X
2.3)
4.09
4
The need to imitate
(X
2.4)
4.14
Average
4.23
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However Yanik, sales executive of
KoenoKoeni Villa opine that although OTA help of villa
occupancy rate, villas managers must still take care or maintain their independent website for
reservations through an independent website will certainly provide net sales higher. This matter
as a reminder to the villa in addition to the promotion and sales through partners OTA, it is also
important to keep doing promotion through self-websites to get higher net sales.
Advantages and Disadvantages of Promotion and Sales Use
Online Travel Agents (OTA)
In-depth interviews conducted with informants of villa manager in north Kuta District about
the advantages and disadvantages of promotion and sales through OTA. Informants were selected
based on their knowledge of online promotion at the villa which is management. There are five
informants selected based on the willingness and the free time among respondents to conduct
in-depth interviews, which consist of one general manager of The One Boutique Villa, three people
marketing manager or sales and marketing manager of the Villa Harmony Bali, the Berawa Villa
and
the Bli Bli Villas & Spa, as well as one staff person who handles sales or sales executive of
KoenoKoeni Villa. Depth interviews were conducted either through direct meetings and
communications via email.
a.
The One Boutique Villa
Kompiang Oka, as the operational manager of The One Boutique Villa mentions that the villa
manages online promotion using self-managed websites and eight OTA. The One Boutique Villa
has employees on duty to manage the promotion and sales online.
1)
Advantages of promotion and sales through
online travel agents
Kompiang Oka explained that the
online travel agents (OTA) a significant effect on the
occupancy rate of the villa. Occupancy data of the
One Boutique Villa during 2014 showed that
36.99% of the total tourists who stay make reservations through OTA, 27.79% are tourists who
make reservation by email or phone, 26.03% of offline travel agents , 7.82% tourists make
reservations through the website villas and 1.37 percent is a walk-in guest.
Another advantage of use the OTA OTA according Kompiang Oka is able to adjust the price.
Prices can be raised and lowered at any time be adapted to the season. Prices in high season for
one unit villa with one bedroom is USD 375 net. When low season prices can be lowered as
strategy to attract potential customers, aiming to obtain guests through price promo. Prices in
low season for one unit villa with one bedroom is USD 320 net.
Based payment systems, the villa received a booking through OTA will obtain direct
payments, unlike the offline travel agents generally make the payment the next month. If viewed
from the standpoint of the reach of OTA more extensive and almost unlimited. Reach offline
travel agents range in certain market segments, such as France tourist segment, Australia, USA,
Taiwan and others.
2)
Disadvantages promotion and sales through
online travel agents
(OTA)
Kompiang Oka explained the disadvantages of use of OTA is that it can lead to over-booking.
This is because of each OTA have a server that is different, so if there is a reservation at one of the
online travel agent, villa employee that served as an operator should do rejuvenation of data
about the availability of the villa on the other OTA as soon as possible. Delays rejuvenation villa
availability data may lead to over-booking.
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b.
Villa Harmony
Bali
Representative Villa Harmony Bali is Gusti Adi, who served as sales and marketing manager
at the villa. According to information from Gustu Adi, today
Villa Harmony Bali using 14 OTA,
among others,
booking.com, agoda.com, wotif.com, expedia.com, asiawebdirect.com,
airbnb.com, travelmob.com, asiarooms.com, asiatravel.com, villalet.com, freetobook.com,
hostelworld.com, hostelsbed.com, bookeasy.com, and a villa manager is planning to cooperate
with other OTA OTA. This is because a growing number of emerging OTA.
According to Gustu Adi Gustu top OTA in Villa Harmony Bali is an average booking.com with
average reservation via OTA booking.com is 40 percent per month of the total reservation
through OTA.
1)
Advanatges of promotion and sales through
online travel agents
(OTA)
An explanation of the advantages of using OTA by Gustu Adi is "increasing revenue and OTA
role as machines that served as promotion and sales media of more practical". Gustu Adi also
explained that "today's tourists tend to make reservations through OTA rather than through
offline travel agents". Travelers prefer to make reservations directly online and one of them
through OTA.
Based on the data occupancy of
Villa Harmony Bali in 2014, the villa received a reservation
through OTA nearly 70% of the total occupancy and the rest from its own website and offline
agents. Online travel agents (OTA) greatly affect toward occupancy rates because today's
travelers more dominant use in the OTA). "OTA more practical and can be accessed anywhere
when compared to cooperate with offline agents", explains sales and marketing manager of Villa
Harmony Bali.
Sales and marketing manager
Villa Harmony Bali says that
Villa Harmony Bali is highly
dependent on the use of OTA, because OTA is very support booking the villa. Booking through
OTA increased by an average 20% from year to year, especially for OTA booking.com.
2)
Disadvantages promotion and sales through
online travel agents (OTA)
Disadvantages faced as mentioned by Gustu Adi, among others occur over booking "just
because this work is a machine, so sometimes the disadvantages in the event of over-booking, as
a result of late to close sale in the system, then the system other OTA remain to sell if there are
users or travelers who reserve ".
Disadvantages use of OTA is difficult to predict occupancy for the period ahead, because
booking through OTA are generally carried out by individuals or families. Another case booking
through offline agents that are far ahead and are already planned, so that it is easier to predict
occupancy villa.
c.
Berawa Villa
Berawa Villa using eight online travel agents (OTA) directly managed by the sales & marketing
manager, Widya Handayani. Online travel agents (OTA) are used by
Berawa Villa include:
expedia.com. agoda.com, wotif.com, booking.com, airbnb.com, travelmob.com, asiarooms.com,
and ctrip.com. Here's an explanation of the advantages and disadvantages of OTA as a medium
for promotion and sales for management of Berawa Villa.
1)
Advantages of promotion and sales through online travel agents (OTA)
Management of Villa Berawa represented by Widya Handayani as sales & marketing manager
mentioned that total occupancy in 2014 reaching 56.48% of total tourists who make reservations
through OTA, 22.86% making a reservation through the independent website of villas, 20.44% of
offline travel agents and 0.22% of the reference of business associates or references other
travelers.
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of Berawa Villa. Furthermore Widya handayani explained that "so far, there is no difficulty in
managing OTA because we were greatly assisted by the accounting manager of extranet each
OTA".
Promotion plan ahead, villa management decide to continue to use OTA as promotion and
sales media because the majority of booking. However
Berewa Villa optimizing direct booking
through the independent website of the villas, because if a reservation through independent
website of , villas obtain higher revenue.
2)
Disadvantages of promotion and sales through
online travel agents (OTA)
According to Widya Handayani disadvantages promotion through OTA “profit of villa less
maximal compared getting reservation from villas independent website, because it must take into
account the expenditure of funds to pay a commission to the OTA". Fund expenditure in
accordance with the percentage of commission on a work contract with the OTA.
d.
The Bli Bli Villas & Spa
Sales manager of The Bli Bli Villas & Spa, Made Suartana mention that online marketing at
the villa is a responsibility. The Bli Bli Villas & Spa is currently using five OTA and is currently still in
the process to cooperate with other OTA.
1)
Advantages of promotion and sales though
online travel agents (OTA)
Occupancy rate data of
The Bli Bli Villas & Spa in 2014 showed that 50% of them are
reservations through OTA, 30% through offline travel agents, and 20% of a reservation directly via
email or telephone. This shows that OTA is a medium that is able to significantly increase the villa
occupancy rate.
Made Suartana provide information about the advantages of a promotion and sale media
through OTA is "in terms of saving time because it is not necessary sales calls. Hardly any
disadvantages cooperation with OTA because registration is also free, and make promotion is also
free ". Another advantage is experienced is if the guest is satisfied with the services of the villa,
the guest has the potential to become a repeater guest and implications for the positive word of
mouth.
2)
Disadvantages of promotion and sale through
online travel agents
(OTA)
The disadvantage is further described by Made Suartana "Its difficulty in control the guest
comments only who they wrote on the OTA if the guests has checked out". Further explained by
the sales manager of The Bli Bli Villas & Spa: "We're just trying to prevent the negative comments
to make sure the guests feel comfortable and happy during stay at The Bli Bli Villas & Spa, so that
the guests did not write the comments less pleasing which could lower the vills ranking villa”
e.
KoenoKoeni Villa
Sales executive of KoenoKoeni Villa, Yanik said that KoenoKoeni Villa held promotion and sales
online through website managed by itself and by using 12 OTA. Yanik provide information that
until recently worked closely with OTA feel disadvantages. According to Yanik "OTA each have
more and less of each, such as extranet update process there is easy and there are a bit
complicated and need more time to update". Further Yanik explain if the terms of the commission
"of each OTA we give different commissions, in general, the OTA have determine the percentage
of commissions earned."
1)
Advantages of promotion and sale through
online travel agents
(OTA)
Advantages of the use of OTA as media of promotion and sales for the manager of
KoenoKoeni Villa is a "villa quicker known, and we get Booking faster, because the guests now
they prefer to book through an OTA than offline travel agents." Yanik as a sales executive of
KoenoKoeni Villa also explained that online marketing can help villas to receive guests.
2)
Disadvantages of promotion and sale through
online travel agents (OTA)
9
keyword "KoenoKoeni Villa", but the search results will lead to OTA, where OTA at the top, while
the independent website of the villa appeared in belower positions. Top position in search
engines are always occupied by Adwords ads. This makes
booking engine in the independent
website of the villa difficult to get a portion of traffic in the online market.
Based on the explanation some of the villa managers, can be summarized several advantages
of using OTA as a medium for the promotion and sales manager of the villa as follows:
a.
Increase the occupancy rate
. Online travel agents (OTA) greatly contributes to the occupancy
rate of the villa. It can be seen from the data of average villa occupancy from each informant
mentioned that reservations through OTA contribute to the highest when compared with
other media of promotion and sales.
b.
Price adjustment
. Using OTA can adjust the price. Prices can be raised and lowered at any
time, adapted to the season.
c.
Receive direct payments
. Based payment systems, the villa received a booking through OTA
will receive direct payments, unlike the offline travel agents generally make the payment the
next month.
d.
Reach wider and more efficient in terms of time and cost
. Reach OTA wider and almost
unlimited where the villa is faster known throughout the world, for the this moment tourists
prefer to make reservations directly online, and other advantages to using online media for
promotion and sales like OTA is the saving the time, cost, and labor power.
e.
Possibility to be a repeater guest
. Another advantage is if the guest is satisfied with the
services villa, potentially to be
repeater guest, and
positive implications for the promotion
word of mouth.
However, advantages of use OTA as promotion and sales media for villa management in North
Kuta District as follows:
a.
N
et sales of villa decreased
. Net sales gained by villa management reduced because they
have to pay a commission to the OTA.
b.
Over booking
. The use of OTA by the villa managers an average of more than two, there is
even a villa uses media of promotion and sale up to 14 OTA. Each server OTA is different, so it
can happen over booking. Villa management general will transfer to other villas with class and
almost the same price. However, this may cause the tourists to feel unhappy or dissatisfied
and can provide comments unfavorable to the villa in OTA as well as in the tourist community
website tripadvisor.com become barometer for world travelers. Negative comments can also
be caused by a less of tourists satisfied with the service, comfort and safety perceived by
tourists during stay.
c.
Position of OTA higher
. Online travel agents are generally mastered the villa. This causes the
customer when searching for a villa, but the search results will lead to OTA, where OTA which
are at the top, while the independent website of the villa appeared in be lower positions. Top
position in search engines are always occupied by Adwords ads. This makes booking engine in
independent website of the villa get traffic protion lower on the online market.
CONCLUSION AND RECOMMENDATION
Conclusion
Based on the previous description, it can be concluded as follows:
10
2.
The use of online travel agents by the manager of the villa in the district of North Kuta felt
more advantages than the disadvantages. Advantages derived by among others improving
occupancy rates, easy adjustment price, receive direct payments, reach wider and more
efficient in terms time and costs, is likely to be a repeater guest. But the disadvantages are:
net sales villa decreased, over-booking, the position of online travel agents is higher, so the
villa into a subordination of online travel agents.
Recommendation
1.
Villa manager should recruit the special staff handle the management of online travel agents
toward data availability or villa availability, especially if the villa using online travel agents
more than two to avoid over booking.
2.
Villa manager should maintain and constantly improve the service, ensuring the comfort and
safety of tourists who stay to avoid the negative comments written by tourists on online
travel agents. Negative comments will tend to lower the ranking of the villa, and vice versa if
the tourists are satisfied and give positive comments, it will increase the sale value of the villa.
3.
The online promotion should not only focus on using online travel agents, but still maintain a
website of independent villa. Because tourists who make reservations through the website of
independent villas will certainly give nett sales were higher when compared with online
reservations through travel agents.
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