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

doi:10.3969/j.issn.0253-2778.2020.07.016

Abstract

Abstract: 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.

Key words: commission mode, merchant mode, pricing, dual channel, consumer preference

CLC Number:

WANG Xin, ZHU Yangguang, WU Zun. Cooperation mode selection and pricing between hotel and OTA considering consumer preference under dual-channel supply chain[J]. Journal of University of Science and Technology of China, 2020, 50(7): 985-992.

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