THE RELATIONSHIP BETWEEN ONLINE TRAVEL AGENCY ANDOFFLINE TRAVEL AGENCY IN IRAN

The purpose of this study is to explore the relationship between online travel agencies (OTAs) and offline travel agencies (OFAs) in Iran and their impact on the tourism industry in the country. A mixed-methods approach was used to collect and analyze data, including qualitative data collected through semi-structured interviews with representatives from ۵۰ selected travel agencies, and quantitative data collected through an online survey distributed to customers of these agencies. The findings of the study revealed that both online and offline travel agencies have their strengths and weaknesses, and that there is a complementary relationship between these two types of agencies. The study also found that the quality of service provided by travel agencies is the most important factor influencing customer satisfaction, regardless of whether the agency is online or offline. The study concludes that collaboration and cooperation between online and offline travel agencies can benefit the tourism industry in Iran and increase customer satisfaction.

کلیدواژه ها:

Online travel agency ، Offline travel agency ، Iran ، Tourism industry ، Mixed-methods approach ، Customer satisfaction.