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- Title
酒店与在线旅行商的冲突是什么?个归纳式质性研究.
- Authors
秦 宇; 刘承伟; 陈 阳; 孙蓉蓉
- Abstract
Since the 1990s, online travel agencies (OTAs) have rapidly gained a significant share of the global travel distribution market and made the hotel industry’s channel relationship increasingly complex. The relationship between hotels and OTAs and how it changes have far-reaching implications for the entire hotel industry. Among them, conflict is the key to understanding the essence of the relationship between the two sides. While OTAs have become a pivotal distribution channel in the hotel industry, leading to widespread conflicts with hotels, comprehensive studies on these conflicts remain scant. The academic community lacks knowledge regarding the specific domains in which conflicts occur and their characteristics. Through inductive qualitative research design, this paper analyzes the interview data from hotel and OTA managers, and explores the dimensions and characteristics of conflicts between hotels and OTA. The research reveals that the conflicts between hotels and OTAs mainly occur in four areas, namely pricing, inventory control, customer, and channel restriction, all directly related to the core interests of both partners. These four categories of conflicts were described separately in previous research, now emerge from data and are presented in an integrated framework in this research. The visibility and dynamics are identified as the main characteristics of the hotel- OTA conflicts. Visibility variations arise not just from the diverse forms and levels of collaboration between hotels and OTAs, but also from the OTAs’manipulation over search controls. This often leads to conflicts regarding how a hotel should be presented. The increased amount of information controlled by OTAs and their ability to manage information dissemination and monitor it in real- time is the main factor contributing to conflicts in online visibility. This study also discovered that conflicts between OTAs and hotels exhibit a dynamic nature due to the frequent changes in the rules of the game by OTAs. This dynamism stems from the ongoing shifts in power between OTAs and hotels. Through the use of rich qualitative data, this paper shows the impact of asymmetric power and information advantages on conflicts. OTAs continuously adjust their rules and policies based on its information advantage and asymmetric power, which to a greater extent affects various conflict areas such as prices, rooms, channel control, customers, and hotel’s visibility on OTA. Based on the forgoing findings, the authors suggest that we should abandon an important but often implicit assumption in the study of hotel distribution channel relations, that is, distributors and hotels remain unchanged in terms of information and power. The authors also propose a conceptual framework that distinguishes and integrates traditional hotel distribution channel conflicts with the hotel- OTA conflicts. Although interests have always been the core of conflicts, the conflicts between hotels and OTAs are far more complex. The above findings will help the academic and practical community to deepen the understanding of hotelOTA conflicts and introduce a dynamic perspective into research, management, and regulatory work.
- Subjects
INFORMATION asymmetry; HOTEL marketing; INFORMATION dissemination; PRICES; HOTELKEEPERS; HOTEL management; MARKETING channels
- Publication
Tourism Tribune / Lvyou Xuekan, 2023, Vol 38, Issue 10, p134
- ISSN
1002-5006
- Publication type
Article
- DOI
10.19765/j.cnki.1002-5006.2023.10.012