ISSN 0253-2778

CN 34-1054/N

Open AccessOpen Access JUSTC Original Paper

Cooperation mode selection and pricing between hotel and OTA considering consumer preference under dual-channel supply chain

Cite this:
https://doi.org/10.3969/j.issn.0253-2778.2020.07.016
  • Received Date: 29 May 2020
  • Accepted Date: 12 June 2020
  • Rev Recd Date: 12 June 2020
  • Publish Date: 31 July 2020
  • In the context of the tourism supply chain, based on the different cooperation mode in the dual channel marketing strategy between the hotel and the online travel agency (OTA): commission mode and merchant mode, the choice of cooperation mode and pricing between hotel and OTA was studied. There is a Stackelberg game between the hotel and the OTA. The hotel as a tourism provider occupies a dominant position in the game, OTA as a follower is required to decide sales effort.
    In the context of the tourism supply chain, based on the different cooperation mode in the dual channel marketing strategy between the hotel and the online travel agency (OTA): commission mode and merchant mode, the choice of cooperation mode and pricing between hotel and OTA was studied. There is a Stackelberg game between the hotel and the OTA. The hotel as a tourism provider occupies a dominant position in the game, OTA as a follower is required to decide sales effort.
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  • [1]
    LAW R, CHAN I, GOH C. Where to find the lowest hotel room rates on the Internet? The case of Hong Kong[J]. International Journal of Contemporary Hospitality Management, 2007, 19(6):495-506.
    [2]
    LEE H A, DENIZCI GUILLET B, LAW R. An examination of the relationship between online travel agents and hotels: A case study of Choice Hotels International and Expedia. com[J]. Cornell Hospitality Quarterly, 2013, 54(1):95-107.
    [3]
    TSO A, LAW R. Analysing the online pricing practices of hotels in Hong Kong[J]. International Journal of Hospitality Management,2005, 24(2):301-307.
    [4]
    GU Z. Proposing a room pricing model for optimizing profitability[J]. International Journal of Hospitality Management, 1997, 16(3): 273-277.
    [5]
    KIMES S E, CHASE R B. The strategic levers of yield management[J]. Journal of Service Research, 1998, 1(2): 156-166.
    [6]
    COLLINS M, PARSA H G. Pricing strategies to maximize revenues in the lodging industry[J]. International Journal of Hospitality Management, 2006, 25(1): 91-107.
    [7]
    VAN DER REST J P I, HARRIS P J. Optimal imperfect pricing decision-making: Modifying and applying Nash’s rule in a service sector context[J]. International Journal of Hospitality Management, 2008, 27(2): 170-178.
    [8]
    LING L, GUO X, HE L. Optimal pricing strategy of hotel for long-term stay[J]. International Journal of Services Technology and Management, 2012, 17(1): 72-86.
    [9]
    BAYOUMI A E M, SALEH M, ATIYA A F,et al. Dynamic pricing for hotel revenue management using price multipliers[J]. Journal of Revenue and Pricing Management, 2013, 12(3): 271-285.
    [10]
    ROMA P, ZAMBUTO F, PERRONE G. Price dispersion, competition, and the role of online travel agents: Evidence from business routes in the Italian airline market[J]. Transportation Research Part E: Logistics and Transportation Review, 2014, 69: 146-159.
    [11]
    LING L, DONG Y, GUO X,et al. Availability management of hotel rooms under cooperation with online travel agencies[J]. International Journal of Hospitality Management, 2015, 50: 145-152.
    [12]
    DU F, YANG F, LIANG L,et al. Do service providers adopting market segmentation need cooperation with third parties? An application to hotels[J]. International Journal of Contemporary Hospitality Management, 2016, 28(1): 136-155.
    [13]
    王玲,李盟.基于博弈视角的OTA佣金模式分析[J].旅游导刊,2017,1(2):79-88,125.
    [14]
    叶飞, 陆木蕊,廖鹏. “酒店+OTA”双渠道供应链超订策略研究[J]. 运筹与管理,2015, 24(2): 38-43.
    YE Fei,LU Murui, LIAO Peng. Research on overbooking strategy of“hotel+OTA”dual-channel supply chain[J]. Operations Research and Management Science, 2015, 24(2): 38-43.
    [15]
    DU S, ZHU J, JIAO H,et al. Game-theoretical analysis for supply chain with consumer preference to low carbon[J]. International Journal of Production Research, 2015, 53(12): 3753-3768.
    [16]
    CAI G G, ZHANG Z G, ZHANG M. Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes[J]. International Journal of Production Economics, 2009, 117(1): 80-96.
    [17]
    周世平.双渠道营销模式下酒店客房定价研究[J].企业经济,2020(5):30-37.
    [18]
    GUO X, LING L, DONG Y,et al. Cooperation contract in tourism supply chains: The optimal pricing strategy of hotels for cooperative third party strategic websites[J]. Annals of Tourism Research, 2013, 41:20-41.
    [19]
    曾小燕,嵇凯,周永务,等.“批发+佣金”模式下酒店与OTA的合作协调研究[J].管理工程学报,2018,32(3):214-225.
    ZENG Xiaoyan, JI Kai, ZHOU Yongwu, et al. Cooperation and coordination research between hotel and OTA under “merchant + commission” mode[J]. Journal of Industrial Engineering and Engineering Management, 2018,32(3):214-225.
    [20]
    LI B, ZHU M, JIANG Y,et al. Pricing policies of a competitive dual-channel green supply chain[J]. Journal of Cleaner Production, 2016, 12: 2029-2042.
    [21]
    CHEN J, ZHANG H, SUN Y. Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain[J]. Omega, 2012, 40(5): 571-583.
    [22]
    DAN B, XU G, LIU C. Pricing policies in a dual-channel supply chain with retail services[J]. International Journal of Production Economics, 2012, 139(1): 312-320.
    [23]
    XIA L, GUO T, QIN J, et al. Carbon emission reduction and pricing policies of a supply chain considering reciprocal preferences in cap-and-trade system[J]. Annals of Operations Research, 2018, 268(1-2): 149-175.
    [24]
    MA P, SHANG J, WANG H. Enhancing corporate social responsibility: Contract design under information asymmetry[J]. Omega, 2017, 67: 19-30.)
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    [1]
    LAW R, CHAN I, GOH C. Where to find the lowest hotel room rates on the Internet? The case of Hong Kong[J]. International Journal of Contemporary Hospitality Management, 2007, 19(6):495-506.
    [2]
    LEE H A, DENIZCI GUILLET B, LAW R. An examination of the relationship between online travel agents and hotels: A case study of Choice Hotels International and Expedia. com[J]. Cornell Hospitality Quarterly, 2013, 54(1):95-107.
    [3]
    TSO A, LAW R. Analysing the online pricing practices of hotels in Hong Kong[J]. International Journal of Hospitality Management,2005, 24(2):301-307.
    [4]
    GU Z. Proposing a room pricing model for optimizing profitability[J]. International Journal of Hospitality Management, 1997, 16(3): 273-277.
    [5]
    KIMES S E, CHASE R B. The strategic levers of yield management[J]. Journal of Service Research, 1998, 1(2): 156-166.
    [6]
    COLLINS M, PARSA H G. Pricing strategies to maximize revenues in the lodging industry[J]. International Journal of Hospitality Management, 2006, 25(1): 91-107.
    [7]
    VAN DER REST J P I, HARRIS P J. Optimal imperfect pricing decision-making: Modifying and applying Nash’s rule in a service sector context[J]. International Journal of Hospitality Management, 2008, 27(2): 170-178.
    [8]
    LING L, GUO X, HE L. Optimal pricing strategy of hotel for long-term stay[J]. International Journal of Services Technology and Management, 2012, 17(1): 72-86.
    [9]
    BAYOUMI A E M, SALEH M, ATIYA A F,et al. Dynamic pricing for hotel revenue management using price multipliers[J]. Journal of Revenue and Pricing Management, 2013, 12(3): 271-285.
    [10]
    ROMA P, ZAMBUTO F, PERRONE G. Price dispersion, competition, and the role of online travel agents: Evidence from business routes in the Italian airline market[J]. Transportation Research Part E: Logistics and Transportation Review, 2014, 69: 146-159.
    [11]
    LING L, DONG Y, GUO X,et al. Availability management of hotel rooms under cooperation with online travel agencies[J]. International Journal of Hospitality Management, 2015, 50: 145-152.
    [12]
    DU F, YANG F, LIANG L,et al. Do service providers adopting market segmentation need cooperation with third parties? An application to hotels[J]. International Journal of Contemporary Hospitality Management, 2016, 28(1): 136-155.
    [13]
    王玲,李盟.基于博弈视角的OTA佣金模式分析[J].旅游导刊,2017,1(2):79-88,125.
    [14]
    叶飞, 陆木蕊,廖鹏. “酒店+OTA”双渠道供应链超订策略研究[J]. 运筹与管理,2015, 24(2): 38-43.
    YE Fei,LU Murui, LIAO Peng. Research on overbooking strategy of“hotel+OTA”dual-channel supply chain[J]. Operations Research and Management Science, 2015, 24(2): 38-43.
    [15]
    DU S, ZHU J, JIAO H,et al. Game-theoretical analysis for supply chain with consumer preference to low carbon[J]. International Journal of Production Research, 2015, 53(12): 3753-3768.
    [16]
    CAI G G, ZHANG Z G, ZHANG M. Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes[J]. International Journal of Production Economics, 2009, 117(1): 80-96.
    [17]
    周世平.双渠道营销模式下酒店客房定价研究[J].企业经济,2020(5):30-37.
    [18]
    GUO X, LING L, DONG Y,et al. Cooperation contract in tourism supply chains: The optimal pricing strategy of hotels for cooperative third party strategic websites[J]. Annals of Tourism Research, 2013, 41:20-41.
    [19]
    曾小燕,嵇凯,周永务,等.“批发+佣金”模式下酒店与OTA的合作协调研究[J].管理工程学报,2018,32(3):214-225.
    ZENG Xiaoyan, JI Kai, ZHOU Yongwu, et al. Cooperation and coordination research between hotel and OTA under “merchant + commission” mode[J]. Journal of Industrial Engineering and Engineering Management, 2018,32(3):214-225.
    [20]
    LI B, ZHU M, JIANG Y,et al. Pricing policies of a competitive dual-channel green supply chain[J]. Journal of Cleaner Production, 2016, 12: 2029-2042.
    [21]
    CHEN J, ZHANG H, SUN Y. Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain[J]. Omega, 2012, 40(5): 571-583.
    [22]
    DAN B, XU G, LIU C. Pricing policies in a dual-channel supply chain with retail services[J]. International Journal of Production Economics, 2012, 139(1): 312-320.
    [23]
    XIA L, GUO T, QIN J, et al. Carbon emission reduction and pricing policies of a supply chain considering reciprocal preferences in cap-and-trade system[J]. Annals of Operations Research, 2018, 268(1-2): 149-175.
    [24]
    MA P, SHANG J, WANG H. Enhancing corporate social responsibility: Contract design under information asymmetry[J]. Omega, 2017, 67: 19-30.)

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