What You See Isn’t Always What You Get: Investigating the Impact of the Information Disclosure Gap in Online Travel Agencies

Online travel agencies (OTAs) function as e-commerce platforms that facilitate transactions between accommodation providers and consumers, enabling users to efficiently search for, compare, and book travel and lodging services. As the number of OTAs continues to grow, delivering superior service quality has become essential for increasing customer repurchase intentions. Despite its significance, existing research has primarily focused on factors such as website quality, pricing strategies, brand image, and perceived value as determinants of repurchase intention. However, relatively little attention has been paid to the alignment between online information disclosure and customers’ actual offline experiences. To address this gap, the present study introduces the concept of the information disclosure gap and examines its effects on search cost, customer satisfaction, and trust, as well as the subsequent influence of these variables on repurchase intention. A questionnaire-based survey method was conducted with individuals in Taiwan who had prior experience using OTAs, yielding 365 valid responses. This study offers practical insights and recommendations for both OTAs and accommodation providers aimed at reducing the information disclosure gap and strengthening customer repurchase intention.