Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/32756
Title: Selling rooms online : the use of social media and online travel agents
Authors: Inversini, A
Masiero, L 
Keywords: Hotels technology
Online booking
Online travel agents
Social media
Issue Date: 2014
Publisher: Emerald Group Publishing Limited
Source: International journal of contemporary hospitality management, 2014, v. 26, no. 2, p. 272-292 How to cite?
Journal: International journal of contemporary hospitality management 
Abstract: Purpose: This paper aims to focus on the reason why hoteliers choose to be present in online travel agent (OTA) and social media web sites for sales purposes. It also investigates the technological and human factors related to these two practices. Design/methodology/approach: The research is based on a survey sent to a wide range of hotels in a Swiss touristic region. The empirical analysis involves the specification of two ordered logit models exploring the importance (in terms of online sales) of both social media and the online travel agent, Booking.com. Findings: Findings highlight the constant tension between visibility and online sales in the web arena, as well as a clear distinction in social media and OTA web site adoption between hospitality structures using online management tools and employing personnel with specific skills. Practical implications: The research highlights the need for the hospitality industry to maintain an effective presence on social media and OTAs in order to move towards the creation of a new form of social booking technologies to increase their visibility and sales. Originality/value: This research contributes to understanding the major role played by OTAs and social media in the hospitality industry while underlining the possibility of a major interplay between the two.
URI: http://hdl.handle.net/10397/32756
ISSN: 0959-6119
EISSN: 1757-1049
DOI: 10.1108/IJCHM-03-2013-0140
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

SCOPUSTM   
Citations

42
Last Week
0
Last month
2
Citations as of Oct 8, 2017

WEB OF SCIENCETM
Citations

35
Last Week
0
Last month
4
Citations as of Oct 15, 2017

Page view(s)

44
Last Week
0
Last month
Checked on Oct 15, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.