TY - JOUR
T1 - Developing inter-organizational relationships with online travel agencies (OTAs) and the hotel industry
AU - Huang Yin, Cherry
AU - Goh, Edmund
AU - Law, Rob
N1 - Publisher Copyright:
© 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2019/5/4
Y1 - 2019/5/4
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85061737628&partnerID=8YFLogxK
U2 - 10.1080/10548408.2019.1568951
DO - 10.1080/10548408.2019.1568951
M3 - Article
SN - 1054-8408
VL - 36
SP - 428
EP - 442
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 4
ER -