Developing inter-organizational relationships with online travel agencies (OTAs) and the hotel industry
Document Type
Journal Article
Publication Title
Journal of Travel and Tourism Marketing
Publisher
Routledge
School
School of Business and Law
RAS ID
28367
Abstract
This research examines the relationship status of leading OTAs with the hotel industry in the Asia Pacific (APAC) region along with future trends in hotel distribution channels. A Delphi study was conducted with senior executives (n = 12) of leading OTAs to explore the inter-organizational relationship development between hotels and OTAs. Our results indicate that building a long-term sustainable relationship with the hotel industry requires OTAs to be innovative and capable of enhancing their value to hotels. Moreover, the future of the hotel distribution landscape in the APAC region is expected to become increasingly complex. © 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group.
DOI
10.1080/10548408.2019.1568951
Access Rights
subscription content
Comments
Huang Yin, C., Goh, E., & Law, R. (2019). Developing inter-organizational relationships with online travel agencies (OTAs) and the hotel industry. Journal of Travel and Tourism Marketing, 36(4), 428-442. Available here