Use of impact-range performance and asymmetry analyses to improve OTA website quality

Over the past decade, China has experienced a rapid growth in tourism. An increasing number of clients are booking tourism products, such as hotel rooms and airline tickets, through local online travel agents (OTAs). OTA websites are also becoming an important part of the Chinese tourism market. However, academic research on how Chinese tourists evaluate and perceive the different attributes of OTAs remains limited. The current study uses...