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Negotiated exchanges in the online hospitality market: Hoteliers and hotel managers’ perceptions of Booking.com
Institution:1. Middlesex University London, Department of Marketing, Branding and Tourism, Room W207, Williams Building, The Burroughs, London NW4 4BT, United Kingdom;2. Ministry of Education and Religious Affairs, Directorate of Secondary Education of Chios, Kalouta 2, 82131 Chios, Greece;1. Management and Marketing Department, College of Business, Louisiana State University Shreveport, One University Pl, Shreveport, LA 71115, United States;2. Hospitality and Tourism Management, College of Health and Human Sciences, Purdue University, 900 W. State Street, West Lafayette, IN 47907, United States;1. Montpellier Business School, France, and Lancaster University Management School, UK;2. Isenberg School of Management, University of Massachusetts-Amherst, 121 President Dr, Amherst, MA 01003, USA;1. Istanbul University-Cerrahpa?a, Department of Hotel, Restaurant and Catering Services, Turkey;2. Oxford Brookes University, Oxford Brookes Business School, UK;3. Istanbul University, Faculty of Economics, Turkey;4. University College London, School of Slavonic and Eastern European Studies, UK;1. Department of Hospitality Management, Shanghai Business School, China;2. Department of Tourism, Sport and Hotel Management, Griffith University, Australia;3. Tourism School, Sichuan University, China;1. School of Sport, Tourism and Hospitality Management, Temple University, 1810 N 13th Street, Speakman Hall 332, PA, USA;2. Hospitality Management Program, The Ohio State University, 265C Campbell Hall, 1787 Neil Avenue, Columbus, OH 43210, USA;3. Hospitality Management Program, The Ohio State University, 265L Campbell Hall, 1787 Neil Avenue, Columbus, OH 43210, USA;4. International Tourism and Management, City University of Macau, Macau, China
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 (OTAs), 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. The hoteliers and hotel managers felt satisfied with their economic exchanges but required stronger social interactions. 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.
Keywords:Social exchange theory  Negotiated exchanges  Dependence  Power asymmetry  Satisfaction  Booking  com
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