본문 바로가기
KERD
논문KCI 등재

Distribution Channel Model for Hotel Revenue Management: Lessons from Hoteliers and E-Intermediaries

1

조회

0

다운로드

1

인용

0

참고문헌

키워드

초록

Purpose: Understanding the distribution channel is a foundational element of successful hotel revenue management. This study aims to assess hotel distribution network partnerships and develops a model that can be utilized to ensure hoteliers are not becoming increasingly reliant on a single channel, optimize their market exposure, and maximize their portion of the overall worth of the network. Research design, data and methodology: This study utilizes a grounded theory approach to form a theoretical model by analyzing and examining the current practice of hotel distribution management through interviews with 15 stakeholders in Indonesia, such as hoteliers, online travel agents, wholesalers, and connectivity managers. Results: Based on data analysis, we describe hotel distribution elements, revenue team, managed channels, and channel prioritization for a different type of hotel. Finally, we propose a distribution channel model that comprises hotel teams, customer types, indirect channels, and direct channels. Conclusions: The model contributes to the literature by exploring the options of distribution channels for various hotel types to support hotel revenue management practice. By utilizing our model, practitioners can have a complete picture regarding the strategic choice of the channel by considering their hotel capacity and market target.

Abstract

Purpose: Understanding the distribution channel is a foundational element of successful hotel revenue management. This study aims to assess hotel distribution network partnerships and develops a model that can be utilized to ensure hoteliers are not becoming increasingly reliant on a single channel, optimize their market exposure, and maximize their portion of the overall worth of the network. Research design, data and methodology: This study utilizes a grounded theory approach to form a theoretical model by analyzing and examining the current practice of hotel distribution management through interviews with 15 stakeholders in Indonesia, such as hoteliers, online travel agents, wholesalers, and connectivity managers. Results: Based on data analysis, we describe hotel distribution elements, revenue team, managed channels, and channel prioritization for a different type of hotel. Finally, we propose a distribution channel model that comprises hotel teams, customer types, indirect channels, and direct channels. Conclusions: The model contributes to the literature by exploring the options of distribution channels for various hotel types to support hotel revenue management practice. By utilizing our model, practitioners can have a complete picture regarding the strategic choice of the channel by considering their hotel capacity and market target.

참고문헌 (48)

  1. Beritelli, P., "Maximizing online bookings through a multi-channel-strategy : Effects of interdependencies and networks", International Journal of Contemporary Hospitality Management, 28(1), pp.68~88 (2016)[DOI]
  2. Buhalis, D., "Relationships in the Distribution Channel of Tourism", International Journal of Hospitality & Tourism Administration, 1(1), pp.113~139 (2008)[DOI]
  3. Carroll, B., "The Evolution of Electronic Distribution : Effects on Hotels and Intermediaries", Cornell Hospitality Quarterly, 44(4), pp.38~50 (2003)[DOI]
  4. Cazaubiel, A., "Substitution between online distribution channels : Evidence from the Oslo hotel market", International Journal of Industrial Organization, 69, pp.102577~ (2020)[DOI]
  5. Cespedes, F. V., "Managing multiple channels", Business Horizons, 33(4), pp.67~77 (1990)[DOI]
  6. Cetin, G., "Coping with reintermediation : The case of SMHEs", Information Technology and Tourism, 16(4), pp.375~392 (2016)[DOI]
  7. Charmaz, K., "Constructing Grounded Theory" (2014), SAGE Publications
  8. Chen, M. -J., "An Exploration of the Expertness of Outside Informants", Academy of Management Journal, 36(6) (1993)[DOI]
  9. Choi, S., "Electronic Distribution Channels’Effect on Hotel Revenue Management", The Cornell Hotel and Restaurant Administration Quarterly, 43(6), pp.23~31 (2002)[DOI]
  10. Corbin, J., "Basics of Qualitative Research" (2015), SAGE Publications
  11. Dieck, M. C. T., "Tourism distribution channels in European island destinations", International Journal of Contemporary Hospitality Management, 30(1), pp.326~342 (2018)[DOI]
  12. Domingo-Carrillo, M. Á., "Scientific production on revenue management in tourism on Web of Science and SCOPUS", Current Issues in Tourism, 23(7), pp.880~905 (2020)[DOI]
  13. Eisenhardt, K. M., "Building Theories from Case Study Research", The Academy of Management Review, 14(4), pp.532~ (1989)[DOI]
  14. González-Serrano, L., "Handbook of E-Tourism", pp.1~28 (2020)
  15. Green, C. E., "Distribution Channel Analysis : A Guide for Hotels" (2012), The HSMAI Foundation
  16. Guillet, B. D., "An evolutionary analysis of revenue management research in hospitality and tourism: Is there a paradigm shift?", International Journal of Contemporary Hospitality Management, 32(2), pp.560~587 (2020)[DOI]
  17. Guillet, B. D., "Managing hotel revenue amid the COVID-19 crisis", International Journal of Contemporary Hospitality Management, 33(2), pp.604~627 (2021)[DOI]
  18. Guillet, B. D., "Revenue management research in hospitality and tourism : A critical review of current literature and suggestions for future research", International Journal of Contemporary Hospitality Management, 27(4), pp.526~560 (2015)[DOI]
  19. Hayes, D. K., "Revenue Management for the Hospitality Industry" (2011), Wiley
  20. Ivanov, S., "Hotel revenue management: from theory to practice", Anatolia, 27(2) (2014)[DOI]
  21. Ivanov, S., "Investigation of the revenue management practices of accommodation establishments in Turkey : An exploratory study", Tourism Management Perspectives, 22, pp.137~149 (2017)[DOI]
  22. Kang, B., "Profitability and survivability of hotel distribution channels : An industry perspective", Journal of Travel and Tourism Marketing, 22(1), pp.37~50 (2007)[DOI]
  23. Kim, H., "The impact of hotel property size in determining the importance of electronic distribution channels", Journal of Hospitality and Tourism Technology, 3(3), pp.226~237 (2012)[DOI]
  24. Kimes, S. E., "The Basics of Yield Management", Cornell Hotel and Restaurant Administration Quarterly, 30(3), pp.14~19 (1989)[DOI]
  25. Kimes, S. E., "Revenue management: A retrospective", The Cornell Hotel and Restaurant Administration Quarterly, 44(5-6), pp.131~138 (2003)[DOI]
  26. Kimes, S. E., "Revenue management in luxury hotels", Journal of Revenue and Pricing Management, 17(4), pp.291~295 (2018)[DOI]
  27. Kotler, P., "Principles of Marketing" (1996), Prentice Hall College Div
  28. Kracht, J., "Examining the tourism distribution channel : Evolution and transformation", International Journal of Contemporary Hospitality Management, 22(5), pp.736~757 (2010)[DOI]
  29. Law, R., "Distribution channel in hospitality and tourism Revisiting disintermediation from the perspectives of hotels and travel agencies", 27(3), pp.431~452 (2014)[DOI]
  30. Le, N. T., "Distribution channels and ownership of upmarket hotels in a transition economy", International Journal of Hospitality Management, 68, pp.50~58 (2018)[DOI]
  31. Lei, S. S. I., "The impact of distribution channels on budget hotel performance", International Journal of Hospitality Management, 81, pp.141~149 (2019)[DOI]
  32. Marinov, S., "Improving the distribution of Bulgarian seaside holiday hotels", UTMS Journal of Economics, 1(1), pp.29~38 (2010)[DOI]
  33. Meyer, D. F., "The role and impact of tourism on local economic development : A comparative study and leisure", African Journal for Physical, 21(1), pp.197~214 (2015)[DOI]
  34. O’Connor, P., "The Routledge Handbook of Hotel Chain Management", pp.11531~ (2016)
  35. O’Connor, P., "Online tourism and hospitality distribution : a perspective article", Tourism Review, 75(1), pp.290~293 (2019)[DOI]
  36. O’Connor, P., "The future of hotel electronic distribution : Expert and industry perspectives", Cornell Hotel and Restaurant Administration Quarterly, 43(3), pp.33~45 (2002)[DOI]
  37. O’Connor, P., "An evaluation methodology for hotel electronic channels of distribution", International Journal of Hospitality Management, 23(2), pp.179~199 (2004)[DOI]
  38. Pearce, D. G., "Tourism Distribution Channels:The Visitors’ Perspective", Journal of Travel Research, 44(1), pp.50~63 (2005)
  39. Pearce, D. G., "Distribution channels in international markets: A comparative analysis of the distribution of New Zealand tourism in Australia, Great Britain and the USA", Current Issues in Tourism, 10(1), pp.33~60 (2007)[DOI]
  40. Pezenka, I., "Which factors influence locals’ and visitors’ overall restaurant evaluations?", International Journal of Contemporary Hospitality Management, 32(9), pp.2793~2812 (2020)[DOI]
  41. Raab, C., "Creating strategic relationships with online travel agents to drive hotel room revenue : An OTA perspective", Journal of Hospitality and Tourism Technology, 9(1), pp.121~135 (2018)[DOI]
  42. Shoemaker, S., "Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for Competitive Advantag" (2006), Prentice Hall
  43. Stangl, B., "Hotels’ dependency on online intermediaries and their chosen distribution channel portfolios : Three country insights", International Journal of Hospitality Management, 52(1), pp.87~96 (2016)[DOI]
  44. Szende, P, "Hospitality Revenue Management: Concepts and Practices" (2020), CRC Press
  45. Wang, X. L., "Revenue Management : Progress, Challenges and Research Prospects", Journal of Travel & Tourism Marketing, 32(7), pp.1~28 (2015)[DOI]
  46. Xiang, Z., "Information technology and consumer behavior in travel and tourism : Insights from travel planning using the internet", Journal of Retailing and Consumer Services, 22, pp.244~249 (2015)[DOI]
  47. Yin, C. H., "Developing interorganizational relationships with online travel agencies(OTAs)and the hotel industry", Journal of Travel & Tourism Marketing, 36(4), pp.428~442 (2019)[DOI]
  48. Zhang, X., "Tourism supply chain management : A new research agenda", Tourism Management, 30(3), pp.345~358 (2009)[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (9건)