citeThe literature on online booking in the tourism sector highlights the transformative impact of technology on the way tourists plan and book their trips. This section presents an overview of key research studies and concepts related to online booking in tourism.

The advent of the Internet and online platforms has revolutionized the tourism industry $($Buhalis & Law, $2008).$ Online booking provides tourists with unprecedented convenience, accessibility, and a wide range of options $($Gretzel & Yoo, $2008).$ Research suggests that the adoption of online booking has changed tourist behavior, empowering them with independence and flexibility in trip planning $($Buhalis & Law, $2008).$ This shift has led to increased demand for personalized experiences and the ability to customize travel itineraries $($Sigala$,2012).$

However, online booking also poses challenges for both tourists and tourism service providers. Information overload is a common issue, as tourists are inundated with an abundance of options and reviews $($Gretzel & Yoo, $2008).$ Lack of personalization and human interaction can diminish the overall travel experience $($Xiang et al$.,2017).$ Furthermore, the rise of online booking platforms has had a substantial impact on traditional travel agencies. Research indicates a decline in market share for these agencies, as tourists increasingly opt for self$-$booking through online platforms $($Buhalis & Law, $2008).$

To address these challenges, tourism service providers have implemented various strategies. Enhancing online presence, optimizing user interfaces, and integrating innovative technologies are some approaches utilized to enhance the online booking experience $($Buhalis & Law, $2008).$ Traditional travel agencies have sought to differentiate themselves by focusing on niche markets and providing personalized services $($Xiang et al$.,2017).$

In conclusion, the literature on online booking in tourism emphasizes the significant impact of technology on the industry. While online booking platforms offer numerous advantages for tourists, challenges such as information overload and lack of personalization exist. Traditional travel agencies have faced market share declines but can adapt through targeted strategies. The findings of this research will contribute to a comprehensive understanding of the impact of online booking on the tourism industry and provide valuable insights for industry stakeholders. it in APA $7$th