Negotiated exchanges in the online hospitality market: hoteliers and hotel managers' perceptions of Booking.com

Andriotis, Konstantinos ORCID: https://orcid.org/0000-0003-0960-0216 and Paraskevaidis, Pavlos (2021) Negotiated exchanges in the online hospitality market: hoteliers and hotel managers' perceptions of Booking.com. International Journal of Hospitality Management, 97 , 103010. pp. 1-9. ISSN 0278-4319 [Article] (doi:10.1016/j.ijhm.2021.103010)

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Abstract

Social exchange theory and online business-to-business (B2B) relational exchanges have been scarcely examined in the hospitality sector. Taking into consideration this research gap and the expansion of online travel agencies, this exploratory study aims at examining hoteliers and hotel managers’ perceptions of their negotiated exchanges with Booking.com. Twenty two in-depth interviews were conducted with hoteliers and hotel managers from two Regions of Northern Greece. The results revealed that the informants considered their negotiated exchanges with Booking.com to be characterized by assurance rather than trust and admitted being dependent on it in financial and advertising terms. Additionally, hotel reputation was considered among the most important intangible outcomes of this partnership. Based on these findings relevant managerial implications are provided to improve social exchanges between Booking.com and accommodation providers.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 33467
Notes on copyright: © 2021. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Useful Links:
Depositing User: Konstantinos Andriotis
Date Deposited: 30 Jun 2021 09:42
Last Modified: 02 Jul 2021 06:10
URI: https://eprints.mdx.ac.uk/id/eprint/33467

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