Hotels and online travel agencies: power or trust for a competitive long-term relationship
by Antonio Iazzi; Oronzo Trio; Silvia Gravili
International Journal of Technology Marketing (IJTMKT), Vol. 12, No. 2, 2017

Abstract: The aim of this paper is to analyse the features of the relations between hotels and online travel agencies, with a particular regard to the issue of trust, which is widely recognised as a key factor for fostering customer-vendor relations and sustaining market share in socially distant relationships, such as online hotel booking. A multiple case study approach has been chosen, through 30 in-depth and semi-structured interviews to three, four and five-stars Italian hotel managers. In terms of results, four different kinds of relationships have been observed, depending on how information as a resource and contractual power may be balanced.

Online publication date: Fri, 24-Mar-2017

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