NYEPI HOLIDAY PACKAGE: E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 342 e-ISSN: 2407-392X. p-ISSN: 2541-0857 The Use of Online Travel Agent (OTA) By Non-Star Hotels in Sanur Bali I Gusti Agung Mirah Sanjiwani, Agung Suryawan Wiranatha and I Gusti Ayu Oka Suryawardani Udayana University Corresponding author : suryawardani@unud.ac.id ARTICLE INFO Received 30 August 2019 Accepted 18 September 2019 Available online 30 September 2019 ABSTRACT Non-star hotels as a tourism business are nowadays using online travel agents (OTA) to market their rooms. The research on using OTA is interesting to be conducted, considering that research involving hotel management in accepting technology using the Technology Acceptance Model (TAM) is has not widely found. This study aims to analyze the influence of non-star hotel management's acceptance in using OTA by TAM, namely Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, and Behavioral Intention to Use. The study involved 59 non-star hotel managements in Sanur as the respondents. The questionnaire included 17 indicators on TAM and interviews were conducted to support the statistical analysis. Structural Equation Modeling (SEM) analysis was carried out by using the SmartPLS 3 program. The results shows that: 1) Perceived Usefulness is significantly influenced on Attitude Toward Using, 2) Perceived Ease of Use is significantly influenced on Attitude Toward Using, 3) Perceived Usefulness is significantly influenced on Perceived Usefulness, 4) Attitude Toward Using is significantly influenced on Behavioral Intention to Use, and 5) Perceived Usefulness is not significantly influenced on Behavioral Intention to Use in hotel management of non-star hotels in Sanur Bali in using OTA. Overall, the non-star hotel management accepts OTA well to be used in their hotels. Keywords: Technology Acceptance Model, Online Travel Agent, Non- star Hotels Management, Bali. INTRODUCTION Background Online Travel Agent (OTA) as a form of digital marketing communication is most widely used to market hotel products. The benefits of using OTA include increasing hotel occupancy, increasing revenue, fixing prices according to the season, as a medium for promotion and sales that are efficient and wide-reaching, and tourists have the opportunity to become repeater guests (Khomah, 2016). The disadvantages of E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 343 e-ISSN: 2407-392X. p-ISSN: 2541-0857 using OTA include reducing net sales, overbooking, negative comments from tourists (Astuti, 2015), and commission payments are quite high, which ranges from 10% to 25% according to the type and location of each property made by tourists. The hotel manager chose to keep using OTA even though the commission paid was quite high. The use of OTA is becoming a popular thing used by managers of non-star hotels in Sanur. This is indicated by as many as 59 units from 80 hotel units in Sanur using OTA. The most popular OTAs used by budget hotels in Sanur are Booking.com, Agoda, and Traveloka. Booking.com is one of the most widely used OTA by budget hotels in Sanur. Research related to the use of technology offered by OTA using hotel managers' perceptions is still very limited (Varol and Tarcan, 2009; Ko and Yu, 2015; Iacianci, 2015; Masa'deh et al, 2018). The use of OTA in several journals uses motivational theory (Astuti, 2015), digital marketing framework (Nirmala, 2017; Jannah, 2017) and recognizes the advantages and disadvantages of using OTA (Khomah, 2016; Tooke-Marchant, 2016; Tirtayasa and Paturusi, 2016 ). However, it is still difficult to find research involving hotel managers using technology acceptance models in OTA. Models that have been used to see the use of technology in the field of tourism, such as evaluating the Indonesian Ministry of Tourism website by using the theory of Information, Communication, Transaction, Relationship, and Technical- Merit (ICTRT) (Mecha et al, 2019) and do the gap analysis of smart travel implementation in airport by using the theory of UTAUT II (Unified Theory of Acceptance and Use of Technology II) (Laluyan et al, 2018). TAM (Technology Acceptance Model) can be used to assess a person's perception of technology acceptance (Davis, 1985). TAM includes four important variables that influence each other, namely Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, and Behavioral Intention to Use (Davis, 1989). Research using this model is found in measuring tourist behavior and satisfaction (Latona, 2016; Kim and Qu, 2014; Yerby, 2012). This research is important to look at the use of OTA by non-star hotel managers in Sanur in hotel operations. This study also aims to see (i) perceived usefulness influences attitude Toward using, (ii) perceived ease of use affects attitude Toward using, (iii) perceived ease of use influences perceived usefulness, (iv) attitude Toward using influences on behavioral intention to use, and (v) perceived usefulness influences behavioral intention to use. E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 344 e-ISSN: 2407-392X. p-ISSN: 2541-0857 LITERATURE REVIEW Previous research studies have shown that there is a significant influence between perceived usefulness, perceived ease of use, attitude Toward using, and behavioral intention to use in the TAM model (Varol and Tarcan, 2009; Kim and Qu, 2014; Yerby, 2012). However, research conducted by Latona (2016) results that perceived usefulness and perceived ease of use produce insignificant effects on behavioral intention to use. Shroff (2011) describes several indicators used in the attitude Towards using variables and behavioral intention to use. The indicators of attitude Toward using are trust, enjoyment, comfort and interest in ideas. Indicators of behavioral intention to use include self- motivation and long-term use. Harriyanti et al (2018) add indicators to motivate other users and save on bookmarks on behavioral intention to use. Technology Acceptance Model (TAM) TAM was developed as a theory for understanding acceptance in using information systems (Davis, 1989). TAM is also a model that implements Theory Planned Behavior (Ajzen and Fishbein, 1980). Variables in TAM include four important variables that influence each other, namely perceived usefulness, perceived ease of use, attitude Toward using, and behavioral intention to use (Davis, 1985; Davis, 1989). Figure 1. The Original Technology Acceptance Model (TAM), (Davis et al., 1989) Perceived usefulness includes four indicators, namely productivity, effectiveness, importance for task division, and performance. Perceived ease of use contains five indicators, namely the complexity of use, ease of achieving goals, easy to understand, flexible, and providing guidance. Attitude Toward using consists of four indicators, namely trust, enjoyment, comfort, and interest in ideas. Behavioral intention to use consists of four indicators, namely self-motivation, desire to motivate other users, long-term use, and saving on bookmarks. Room Marketing Communication Marketing is defined as the activities of producers to move goods or services to consumers, as well as after sales service activities after products are Perceive d Usefulne Attitude Toward using Behavior al Intention to Use Perceived Ease of Use Actual System Use Externa l Variabl E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 345 e-ISSN: 2407-392X. p-ISSN: 2541-0857 sold to provide guarantees and satisfaction to consumers (Yoeti, 2013). Effective marketing communication requires a combination of several different methods (Middleton et al, 2009). Some forms of promotion mix include personal selling, sales promotion, public relations, direct marketing, online marketing (e- marketing), and advertising (Hasan, 2013). Online Travel Agent (OTA) Online marketing is a form of marketing that uses information and communication technology. OTA entered into the category of affiliate marketing and strategic partnership marketing, namely by collaborating with other organizations and websites to promote products and services (Ryan and Jones, 2009). OTA is divided into three types, namely online booking, review, and online aggregator. Online booking functions for booking accommodation services. Reviews function as providers of reviews or experiences of tourists who have used the services offered in the media. An online aggregator functions as an online booking and review, which makes it easier for tourists to find accommodation options, compare prices and can book directly. Budget Hotel Industry The hotel is a tourism business which is engaged in providing services to guests who aim to gain profit (Budi, 2013). Hotels can be divided according to hotel class or called star hotels, which consists of five-star hotels, four-star hotels, three-star hotels, two-star hotels, and jasmine or non-star hotels (Soenarno, 2006). Jasmine hotels are small scale hotels usually managed by hotel owners and are provided with supporting facilities in each room (Sutisna, 2008). RESEARCH METHODS The study was conducted in three traditional villages in Sanur, namely Sanur Village, Sanur Kauh Village, and Sanur Kaja Village starting from February to May 2019. The study used a quantitative approach supported by qualitative data. The research respondents were managers of budget hotels in Sanur, as many as 59 people. The questionnaire included 17 indicators written in the form of statements. Interviews were conducted on respondents of the study. Table 1 contains the indicators used in this study. E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 346 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Table 1. Research Variables and Indicators Variable Indicator Code Number of Indicators Perceived usefulness (PUS) 1. Productivities 2. Effectiveness 3. Importance of task sharing 4. Performance PUS1 PUS2 PUS3 PUS4 4 Perceived ease of use (PEU) 1. Complicated 2. Ease of achieving goals 3. Easy to understand 4. Flexible 5. Providing instructions PEU1 PEU2 PEU3 PEU4 PEU5 5 Attitude Toward Using (ATU) 1. Trust 2. Enjoyment 3. Comfort 4. Interest in ideas ATU1 ATU2 ATU3 ATU4 4 Behavioral intention to use (BIU) 1. Self motivation 2. Motivating other users 3. Long-term use 4. Saving on bookmark BIU1 BIU2 BIU3 BIU4 4 Number of Indicators 17 The TAM model is applied in this study, where exogenous variables include perceived usefulness and perceived ease of use, while endogenous variables include attitude Toward using and behavioral intention to use. Figure 2 shows the structural equation model in this study. Figure 2. Structural Equation Model of the Use of OTA by Melati Hotels in Sanur The data were analyzed using SEM analysis based on Partial Least Square (SEM-PLS) using the SmartPLS Version 3 program. Respondent characteristics were calculated using descriptive statistical analysis. RESULTS AND DISCUSSION Online Travel Agent at Non-Star Hotels in Sanur The popularity of using online travel agents (OTA) in Sanur can be seen from the fact that many jasmine hotels use OTA to introduce and market hotel products. The convenience provided by OTA is also felt by tourists, where they can book a room without having to wait long or without coming directly to the hotel to ask for room availability. The OTA’s names used by budget hotels in Sanur can be seen in Figure 3. E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 347 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Figure 3. OTA at Non-Star Hotels in Sanur for May 2019 Non-star hotels in Sanur that use OTA are 59 units from 80 hotel units in total. The most used OTAs by this budget hotel are Booking.com (96.61%), Agoda (86.44%), Traveloka (83.05%), Expedia (72.88%) and Nusatrip (37.29% ). Booking.com's popularity as an OTA with the highest percentage of usage is due to a wider range of tourists in various countries, sites that can be accessed in 43 languages and representative offices throughout the world, including in Bali, which can facilitate communication between hotel managers and parties of OTA. Figure 4. Taman Agung Hotel and Bali Senia Hotel (I Gusti Agung Mirah Sanjiwani) Characteristics of Respondents Characteristics of research respondents include gender, age, last education, and position. Respondents were dominated by women (50.85%) and followed by men (49.15%). Respondents with an age range of 26-35 years were 42.37% were more in number that than those with other age ranges, the age range of other respondents ranging from 36-45 years (20.34%), less than 25 years (18.64% ), 46-55 years (11.86%), and 56- 65 years (6.78%). The most recent education held by respondents was at the Diploma IV / undergraduate level (40.68%), followed by the education level of High Schools / Vocational Schools (35.59%), Diploma III and postgraduates (respectively 8.47%) and Diploma I (6.78%). Front Office Department staff became the positions that used the most 57 51 49 43 22 13 8 7 4 3 2 1 0 10 20 30 40 50 60 B o o ki n g .c o m A g o d a T ra v e lo ka E xp e d ia N u sa tr ip P e g i- p e g i T ik e t. co m H o te ls .c o m C -T R IP W o ti f H o te ri p M is te ra la d in Ju m la h H o te l (U n it ) E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 348 e-ISSN: 2407-392X. p-ISSN: 2541-0857 OTA system in hotel operations, amounting to 38.98%, followed by the Sales and Marketing Department Managers (23.73%), Sales and Marketing Staff (16.95%), and Front Office Department Managers (3.39%). Other positions (16.95%) who also use the OTA system more often are the owner, owner representative, operational manager, assistant manager, and front office department supervisor. Test Validity and Reliability The questionnaire was tested first on 30 respondents outside the study site with the consideration that the respondents had the same characteristics as those at the study site and understood the use of OTA. The test results produced two indicators that were invalidly discriminatory, namely the save indicator on bookmarks (BIU4) and ease of achieving the goal (PEU2) which had a cross loading value that did not meet the criteria, so that both indicators were removed from the model. The reliability test used the criterion that the indicator has good reliability if the value is> 0.60 (Chin, 1998 in Suryawardani, 2018). Indicators tested produce values> 0.60 which means reliable. Test on 30 respondents produced 15 valid and reliable indicators. The suggested convergent validity test is having a value> 0.70 considering the indicators on the model are reflective (Ghozali, 2014). Tests on 59 respondents at the study site produced two indicators that were not convergently valid, namely the trust indicator (ATU1) and the complexity of use (PEU1) with values of 0.606 and 0.567, respectively. Table 2 presents the results of the second stage of the test after omitting the two indicators. Table 2.Outer Loading Value and Average Variance Extracted (AVE) Indicator (Second Stage Test) The outer loading value in Table 2 shows that the value of each indicator> 0.70 which means that 13 indicators are convergently valid. Validity test can also Indicator AVE Variable PUS PEU BIU ATU PUS1 0.699 0.828 PUS2 0.829 PUS3 0.872 PUS4 0.815 PEU3 0.722 0.830 PEU4 0.875 PEU5 0.844 BIU1 0.731 0.915 BIU2 0.835 BIU3 0.864 ATU2 0.760 0.841 ATU3 0.835 ATU4 0.888 E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 349 e-ISSN: 2407-392X. p-ISSN: 2541-0857 be seen on the AVE value with the provisions of value> 0.50 (Ghozali, 2014). AVE value on each variable meets the criteria, where the greatest AVE value is owned by Attitude Toward Using, which is 0.760. The average value of AVE is 0.728, which means that all constructs have a "good" category. Table 3. Cross Loading Value (Second Stage Test) Indicator Variable ATU BIU PEU PUS ATU2 0.841 0.644 0.545 0.674 ATU3 0.835 0.606 0.546 0.643 ATU4 0.888 0.718 0.706 0.851 BIU1 0.759 0.915 0.622 0.757 BIU2 0.602 0.835 0.451 0.604 BIU3 0.641 0.864 0.514 0.581 PEU3 0.581 0.585 0.830 0.654 PEU4 0.637 0.557 0.875 0.613 PEU5 0.584 0.414 0.844 0.565 PUS1 0.765 0,634 0.514 0.828 PUS2 0.642 0.613 0.610 0.829 PUS3 0.760 0.659 0.678 0.872 PUS4 0.684 0.598 0.599 0.815 Discriminant validity can be assessed by looking at the value of loading each indicator, where the value is expected to have a higher value when compared to indicators for other latent variables. Table 3 shows that the indicator value on each latent variable has a better value than the other variables. The indicators in Table 3 have met the criteria so that the indicators have been discriminatory valid. Valid indicators are also tested for reliability. The reliability test results show a value> 0.60, where Perceived Usefulness (PUS) has a value of 0.903, Perceived Ease of Use (PEU) has a value of 0.886, Attitude Toward Using (ATU) has a value of 0.891, and Behavioral Intention to Use has a value of 0.905. The value of each variable is > 0.60 so that the indicator has good reliability. SEM Analysis of Online Travel Agent (OTA) usage by Non-Star Hotels in Sanur Evaluation of the Measurement Model (Outer Model) Evaluation of the measurement model is done to see the relationship between variables and their constituent indicators. The significance value of the indicator and its variables can be seen by performing the bootstrapping procedure. The outer model results on the Perceived Usefulness and Perceived Ease of Use variables can be seen in Table 4 and Table 5. E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 350 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Table 4. Outer Model Results in Perceived Usefulness Variables Code Indicator Outer Loading T Statistics P Values PUS1 Productivity 0.828 11.091 0.000 PUS2 Effectiveness 0.829 10.038 0.000 PUS3 Importance of task sharing 0.872 17.284 0.000 PUS4 Performance 0.815 9.546 0.000 Table 5. Outer Model Results from the Perceived Ease of Use Variable Code Indicator Outer Loading T Statistics P Values PEU1 Complicated 0.567 3.334 0.001 PEU3 Easy to understand 0.835 16.065 0.000 PEU4 Flexible 0.851 17.819 0.000 PEU5 Providing instructions 0.819 19.947 0.000 The highest outer loading value on each variable can be interpreted as the indicator that best represents its constituent variables. The indicator "importance for the task division" can represent the variable Perceived Usefulness (PUS) because it has the greatest value (0.872). The indicator "flexible" can represent the variable Perceived Ease of Use with a value of 0.851. All indicators on the variable Perceived Usefulness and Perceived Ease of Use can reflect the latent variable significantly, which has a significance level below 5%. Table 6. Outer Model Results from the Variable Attitude Toward Using Code Indicator Outer Loading T Statistics P Values ATU1 Trust 0,606 5.839 0.000 ATU2 Enjoying 0,835 13.092 0.000 ATU3 Comfort 0,797 9.836 0.000 ATU4 Interest in the idea 0,874 27.851 0.000 Table 7. Outer Model Results from the Variable Behavioral Intention to Use Code Indicator Outer Loading T Statistics P Values BIU1 Self- motivation 0.915 44.022 0.000 BIU2 Desire of motivating other users 0.835 11.538 0.000 BIU3 Long-term use 0.864 18.018 0.000 The indicators that make up the Attitude Toward Using and Behavioral Intention to Use variables in Table 6 and Table 7 can reflect the latent variables significantly, which are at a significance level of less than 5%. The indicator "interest in ideas" can represent the Attitude Toward Using variable with the E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 351 e-ISSN: 2407-392X. p-ISSN: 2541-0857 highest value compared to other indicators, which is equal to 0.874. The indicator "self motivation" can represent the Behavioral Intention to Use variable by having a loading value of 0.915. Figure 5. Structural Model Results in the Outer Model Evaluation of Structural Model (Inner Model) The relationship between latent variables structurally is done by evaluating the inner model. Evaluation of this model is done by looking at the direct effect and indirect effect on each variable. The significance test was carried out using a significance level of 5%. Table 8. Value of Direct Effect Hypot hesis Exog enous Varia ble Endogeno us Variable Origi nal Samp le T Stati stics P Valu es H1 PUS  AT U 0.715 7.71 0 0.00 0 H2 PEU  AT U 0.193 1.96 5 0.05 0 H3 PEU  PUS 0.719 10.5 52 0.00 0 H4 ATU  BIU 0.484 3.14 5 0.00 2 H5 PUS  BIU 0.336 1.93 5 0.05 4 The hypothesis to be tested can be seen in the effect of each exogenous variable. All influences show positive values. Four hypotheses show a significant effect, which has a p-value <0.05. The insignificant effect on the fifth hypothesis is caused by a significance level that exceeds 5%. Table 9. Value of Indirect Effects Exoge nous Varia bles Mediation Variables Endogen ous Variable s Sam ple Mea n T Stati stics P Valu es PUS  ATU  BI U 0.35 2 2.63 0 0.00 9 PEU  PUS  BI U 0.23 3 1.84 8 0.06 5 PEU  PUS  AT U 0.50 6 5.66 9 0.00 0 PEU  PUS  AT U  BI U 0.25 2 2.45 9 0.01 4 PEU  ATU  BI U 0.09 4 1.66 0 0.09 8 The value of indirect effects produces three significant effects and two non-significant influences. Perceived Usefulness has a significant influence on E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 352 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Behavioral Intention to Use if mediated by Attitude Toward Using, while the direct effect indicates the influence of the two variables is not significant. Structural equation models can also be evaluated by looking at the R2 value, where the range of values exceeds 0.67 indicating the "strong" model, the range of values 0.67-0.33 indicates the "moderate" model and 0.33-0.19 indicates that the model "Weak", "moderate" and "weak" (Ghozali, 2014). Perceived Usefulness (PUS) and Behavioral Intention to Use (BIU) values are 0.518 and 0.625, respectively, which are in the "moderate" category. Attitude Toward Using (ATU) has a value of 0.747 which means the "strong" model. The average value of R2 is 0.630. Model Feasibility The structural equation model using 13 indicators is then calculated to see the feasibility of the model designed through the Goodness-of-Fit value. The model is said to be good if the GoF value> 0.50 (Tenenhaus et al, 2015). The feasibility of the model with GoF can be calculated using the following formula: √ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅ ̅̅ ̅ Source: Tenenhaus, et al (2005: 173) The average value of communality is obtained from the average value of AVE. The average root AVE multiplied by the average R2 yields a value of 0.607. This value indicates that the GoF value> 0.50, which means the model is categorized as good and can be used to test hypotheses. DISCUSSION Perceived Usefulness influences Attitude Toward Using OTA on Melati Hotel Managers in Sanur Perceived Usefulness significantly influences Attitude Toward Using, this hypothesis is supported by previous studies (Varol and Tarcan, 2009; Kim and Qu, 2014; Yerbi, 2012). The manager of a non-star hotel in Sanur feels that OTA is beneficial, so that the manager shows a positive attitude to use OTA. Managers of non-star hotels in Sanur believe that using OTA can increase their productivity, effectiveness and performance in hotel operations. Result of an interview with Laraswati, Sales and Marketing A Department Staff at Puri Sading Hotel was as follow:. E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 353 e-ISSN: 2407-392X. p-ISSN: 2541-0857 "OTA provides benefits to find out which market is the current trend, such as providing newsletters and following campaigns. OTA is also useful for marketing hotel products directly to guests without having to spend a lot of money, unlike conventional forms of marketing in general and OTA really helps increase room sales " Based on data on room sales for the period of 2016-2018 and the results of interviews with hotel managers, 74.58% or 44 hotels had more rooms sold from bookings made through OTA, while 25.42% or 15 hotels were sourced from direct booking. The decision to adjust the price and availability of the right room with consideration of market trends and seasons will be able to assist managers in increasing room production. The perceived increase in work productivity can lead to a high sense of trust in OTA considering that room marketing through OTA is more significant when compared to other room booking sources. Perceived Ease of Use influences Attitude Toward Using OTA on Melati Hotel Managers in Sanur Perceived Ease of Use significantly influences Attitude Toward Using, this hypothesis is supported by previous studies (Varol and Tarcan, 2009; Kim and Qu, 2014; Yerbi, 2012). The use of OTA for managers of non-stasr hotels in Sanur generally provides convenience, both in terms of access and ease of study, so managers choose to use OTA. Interview with Gusti Ayu Putu Sarini, Operations Manager at Taman Agung Hotel, was as follow: "OTA provides ease of payment for tourists wanting to stay at a hotel, for example, last minute booking, they can book and pay directly at the hotel. They can come directly to see the rooms and if they are not pleased because they want a beachside hotel, they can immediately leave because the hotel does not charge a cancellation fee for last minute booking. However, there are also tourists who book a room one night, after they come and see the room is good, they can for one week stay here. The price is a benchmark for guests, if given a published rate sometimes guests ask why OTA prices can be cheaper, so hotels are difficult to compete in price. We try to provide good service so that guests feel satisfied and can provide positive reviews on the OTA website. Attitude can also be influenced by beliefs (Latona, 2016), where beliefs cover two important things, namely E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 354 e-ISSN: 2407-392X. p-ISSN: 2541-0857 perceived ease of use and perceive usefulness. The perceived ease makes the hotel manager to be positive and willing to accept OTA to be used to market rooms. Perceived Ease of Use affects the Perceived Usefulness of OTA Use in Managers of Melati Hotels in Sanur Perceived Ease of Use has a significant effect on Perceived Usefulness, this hypothesis is supported by previous research (Varol and Tarcan, 2009; Kim and Qu, 2014; Yerbi, 2012). The manager of a non-star hotel in Sanur feels that OTA is very easy to use, so that positive benefits can be felt in using OTA. Result of an interview with I Wayan Suliana, Manager of the Front Office Department at Puri Mango Hotel was as follow: "If a guest complains, the complaint is immediately followed up. Negative guest reviews will also be reported during the briefing, so that other things that need to be improved so that later we will get a good impression and also many tourists stay here”. Figure 6. Traveler Reviews on the Sanur Indah Hotel on Traveloka Reviews on an internet site are also believed to influence the desire to book a hotel and can be used to improve services on these accommodations (Bhaskara, 2018). The form of room marketing using OTA will provide an opportunity for nom-star hotel managers in Sanur to be able to improve the operational performance of the hotel, namely through the guest review feature that can be accessed on the extranet. The availability of tourist review features that are easily accessible can help improve the operational performance of budget hotels, so that the hotel can provide the best service to tourists. Attitude Toward Using influences Behavioral Intention to Use OTA in Melati Hotel Managers in Sanur Attitude Toward Using significantly influences Behavioral Intention to Use, this hypothesis is E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 355 e-ISSN: 2407-392X. p-ISSN: 2541-0857 supported by previous studies (Varol and Tarcan, 2009; Kim and Qu, 2014; Yerbi, 2012). The manager of a jasmine hotel in Sanur positively accepted the use of OTA, so that the intention to use OTA became even higher. Hotel managers who had the opportunity to be interviewed by 52 people stated that OTA facilitates the manager in marketing hotel rooms. The positive attitude shown by non-star hotel managers in the use of OTA has an impact on increasing the intention to use the system. OTA acceptance which has a positive impact on increasing sales of hotel rooms makes the manager choose to use the system in marketing and accepting room bookings. Perceived Usefulness influences Behavioral Intention to Use OTA in Melati Hotel Managers in Sanur Perceived Usefulness does not significantly influence Behavioral Intention to Use, this hypothesis is supported by previous studies (Latona, 2016). Managers of jasmine hotels in Sanur feel a positive benefit in the use of OTA, but there is no significant effect for managers to increase the intensity of the use of OTA in hotel operations. Interview with I Nyoman Artha Yasa, Staff Front Office Department at Hotel Jati, was as follow: "If you only rely on OTA, staff income is low because a high commission must be paid by 15%, even though tax and service are included in the price but still the income received is small." Some hotel managers feel that OTA is very helpful to increase room sales, but the high competition with other hotels makes managers compete to provide promotions or low prices, so that it has an impact on reducing the net sales received from room sales. CONCLUSIONS AND SUGGESTIONS The perception of managers of non-star hotels in Sanur generally shows that managers agree to use OTA in operational activities. Some things that can be concluded related to manager's perception are (i) Perceived Usefulness significantly influences Attitude Toward Using, (ii) Perceived Ease of Use significantly influences Attitude Toward Using, (iii) Perceived Ease of Use significantly influences Perceived Usefulness , (iv) Attitude Toward Using significantly influences Behavioral Intention to Use, and (v) Perceived Usefulness does not significantly influence Behavioral Intention to Use. E-Journal of Tourism Vol.6. No.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 356 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Interest in using OTA in the long run can be balanced by designing the right room marketing strategy to avoid losses or get a small profit. Specifications for the use of OTA and other types of hotels can be recommendations for further research to see the acceptance of a particular OTA in the manager of certain types of hotels, such as perceptions of hotel managers in using OTA Booking.com. 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