Online Coopetition between Hotels and Online Travel Agencies: From the Perspective of Cash Back after Stay
Online Coopetition between Hotels and Online Travel Agencies: From the Perspective of Cash Back after Stay
复制标题
DOI：
10.2139/ssrn.2296447
复制
发表时间：
2013-11
期刊：
影响因子：
--
通讯作者：
Xiaolong Guo;Xiabing Zheng;Liuyi Ling;Chenchen Yang
中科院分区：
文献类型：
--
作者：
Xiaolong Guo;Xiabing Zheng;Liuyi Ling;Chenchen Yang
在在线市场上，许多酒店正致力于通过与在线旅行社（OTA）建立合作来增加其市场份额。与此同时，酒店网站和在线旅行社正在以相同的价格销售酒店客房，这是由于对同一批客户的激烈竞争。因此，酒店与OTA之间的合作与竞争需要平衡。本研究以饭店与OTA组成的线上供应链为研究对象，探讨线上合作与竞争的经济博弈。首先给出了一个最优解，确定了维持合作的饭店单位佣金费用。然后，研究了OTA的定价过程，确定了OTA利润最大化时对客户的现金返还价值。通过对合作模型的深入分析，证明了基于收益共享的数量折扣契约能够消除竞争，协调在线供应链中的参与者。
In the online marketplace, many hotels are concentrating on increasing their market share by establishing cooperation with online travel agencies (OTAs). Meanwhile，hotel websites and OTAs are marketing the hotel rooms at the same price as a result of the strong competition for the same pool of customers. Therefore, it is necessary to balance the cooperation and competition between hotels and OTAs. This study investigates the online coopetition (cooperation and competition) through an economical game analysis of an online supply chain consisting of a hotel and an OTA. It first provides an optimal solution to determine the unit commission fee of the hotel to maintain the cooperation. Afterwards, it studies the pricing process of the OTA to determine the cash back value for the customers with respect to the OTA’s maximal profit. Moreover, the deeper analysis of the cooperative model demonstrates that a quantity discount contract based on the revenue sharing could eliminate the competition and coordinate the participants in the online supply chain.