Reasons for traditional travel agencies to choose online travel agencies- A study in İstanbul

Online travel agencies are effective outsourcers for traditional travel agencies that cater to corporate customers and final customer: Due to the peecuniary advantages and the high technology they have traditional agencies have to be potential customers of these system: This customer-seller relationship increases the dependence of traditional travel agencies on online travel agencies according to the levels of price, quality and customer satisfaction factors of online travel agencie: This situation makes online travel agencies a major force in the industry. The purpose of this research is to try to determine why online travel agencies are preferred by traditional agencies, which we refer to as corporate companie: At this point, it has been tried to reach the result of how effective variables such as price, quality and customer satisfaction are. The importance of the research is that it tries to show whether the strengths of online travel agencies increase the business volume of traditional travel agencies, and whether it helps traditional travel agencies to exist in the market while online travel agencies increase their own business volume: This research was carried out by strengthening the literature review, triple combination of qualitative and quantitative studie: 7 questios were asked with the semi- structured interview technique to 30 participants and 23 questions were asked to 300 participants with the convenience sampling survey method.of the employees and managers of travel agencies operating in Istanbul between 1September 2021 and 17 November 2021. The interviews were conducted face-to-face and remotely (phone and e-mail) due to the pandemic. Analysis of the data revealed that traditional travel agency employees and managers work with online travel agencies in a price-oriented manner. The affordable prices offered are the first variable in choosing an online travel agency. In addition, good operational support and quality of service are of great importance in choosing online travel agencies.