酒店与在线旅行商的冲突是什么?——一个归纳式质性研究  

What are the Hotel-OTA Conflicts:An Inductive Qualitative Study

作　　者：秦宇[1] 刘承伟 陈阳 孙蓉蓉 QIN Yu;LIU Chengwei;CHEN Yang;SUN Rongrong(School of Tourism Sciences,Beijing International Studies University,Beijing 100020,China;Miyun,Beijing Housing and Urban-Rural Construction Committee,Beijing 100020,China)

机构地区：[1]北京第二外国语学院旅游科学学院,北京100020 [2]北京市密云区住房和城乡建设委员会,北京101599

出　　处：《旅游学刊》2023年第10期134-150,共17页Tourism Tribune

基　　金：国家社会科学基金后期资助项目“中国饭店业发展演化(1978—2020)”(21FGLB061)资助。

摘　　要：在线旅行商(online travel agency,OTA)已经成为酒店业最重要的分销渠道,且与酒店产生广泛的冲突。然而,这种冲突本身并未得到学术界的足够关注。通过归纳式质性研究设计,文章对酒店与OTA冲突的领域及特征进行了探索。研究发现,酒店与OTA的冲突主要发生在价格、房源、客源及渠道限制等4个直接关系到双方利益得失的领域;OTA拥有的信息优势和权力不对称带来的在线显示度、动态性问题以及行业差异带来的沟通问题是酒店与OTA冲突的主要特征。基于上述发现,文章提出了一个概念性分析框架。这一框架整合了前人关于酒店与OTA冲突领域及特征的研究发现,提出了在线显示度、动态性等新构念,揭示了不对称权力和信息优势对冲突的影响,并指出应放弃分销渠道与酒店在信息、权力等方面保持不变的隐含假定。上述发现有利于学术界和业界加深对酒店与OTA渠道冲突乃至对双方关系的理解和认识,从而将动态视角引入研究、管理和规制工作中。Since the 1990s,online travel agencies(OTAs)have rapidly gained a significant share of the global travel distribution market and made the hotel industry’s channel relationship increasingly complex.The relationship between hotels and OTAs and how it changes have far-reaching implications for the entire hotel industry.Among them,conflict is the key to understanding the essence of the relationship between the two sides.While OTAs have become a pivotal distribution channel in the hotel industry,leading to widespread conflicts with hotels,comprehensive studies on these conflicts remain scant.The academic community lacks knowledge regarding the specific domains in which conflicts occur and their characteristics.Through inductive qualitative research design,this paper analyzes the interview data from hotel and OTA managers,and explores the dimensions and characteristics of conflicts between hotels and OTA.The research reveals that the conflicts between hotels and OTAs mainly occur in four areas,namely pricing,inventory control,customer,and channel restriction,all directly related to the core interests of both partners.These four categories of conflicts were described separately in previous research,now emerge from data and are presented in an integrated framework in this research.The visibility and dynamics are identified as the main characteristics of the hotel-OTA conflicts.Visibility variations arise not just from the diverse forms and levels of collaboration between hotels and OTAs,but also from the OTAs’manipulation over search controls.This often leads to conflicts regarding how a hotel should be presented.The increased amount of information controlled by OTAs and their ability to manage information dissemination and monitor it in real-time is the main factor contributing to conflicts in online visibility.This study also discovered that conflicts between OTAs and hotels exhibit a dynamic nature due to the frequent changes in the rules of the game by OTAs.This dynamism stems from the ongoing shifts in power bet

关 键 词：在线旅行商 酒店 冲突 动态性 归纳式质性研究 

分 类 号：F59[经济管理—旅游管理]