Effect of marketing strategies on the market performance and a comparative study of online travel agencies in India

The travel industry business in India started with its independence in 1945. India, a country with a lot of diversity, cultural heritage, and scores of languages presents unique challenges and opportunities for online travel agencies (OTAs). The internet changed the face of the travel industry. The travel boom, evolution of the internet, growing acceptance of e-commerce, and the emergence of low-cost carriers have been key factors that have contributed to the emergence of this sector. The present study attempts to bridge the research interests across marketing and finance disciplines. It tries to explore the relationship between the marketing and advertising efforts of the companies with the equity value of the Indian travel agencies. It also aims to compare the popularity and acceptance of online services provided by the major players in the travel and tourism industry in India based on the questionnaire survey conducted from 200 respondents.