University of Surrey

Test tubes in the lab Research in the ATI Dance Research

Hotels’ dependency on online intermediaries and their chosen distribution channel portfolios: Three country insights

Stangl, B, Inversini, A and Schegg, R (2015) Hotels’ dependency on online intermediaries and their chosen distribution channel portfolios: Three country insights International Journal of Hospitality Management,, 52. pp. 87-96.

[img] PDF (licence)
SRI_deposit_agreement.pdf
Restricted to Repository staff only
Available under License : See the attached licence file.

Download (33kB)

Abstract

tNew intermediaries are entering the market, challenging the hospitality industry to find an appropriatedistribution channel portfolio. This research investigates how many channels hotels in Austria, Germanyand Switzerland choose and what role the various channels play. Findings based on 1014 questionnairesreveal an average mix of 8.06 offline and online channel categories. Traditional channels, such as walk-insand telephone, still play a major role; however, about one fifth of the bookings are completely generatedonline. On average, 3.61 online travel agencies (OTAs) are used. With regards to OTA penetration, anoligopolistic market structure is prevalent. Swiss and German hotels’ OTA dependency is higher thanAustrian’s. A series of a posteriori cluster analysis results in four distribution portfolio groups hotelierschoose: multi-channel-, electronic-, real time-, and traditional distributors. Distribution portfolio profilesfacilitate learning from strategies used by hotels with certain characteristics such as target group andstar-rating.

Item Type: Article
Authors :
AuthorsEmailORCID
Stangl, BUNSPECIFIEDUNSPECIFIED
Inversini, AUNSPECIFIEDUNSPECIFIED
Schegg, RUNSPECIFIEDUNSPECIFIED
Date : 29 October 2015
Depositing User : Symplectic Elements
Date Deposited : 28 Mar 2017 15:30
Last Modified : 28 Mar 2017 15:30
URI: http://epubs.surrey.ac.uk/id/eprint/809464

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year


Information about this web site

© The University of Surrey, Guildford, Surrey, GU2 7XH, United Kingdom.
+44 (0)1483 300800