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

Article


Andriotis, K. and Paraskevaidis, P. 2021. Negotiated exchanges in the online hospitality market: Hoteliers and hotel managers' perceptions of Booking.com. International Journal of Hospitality Management. 97, pp. 1-9. https://doi.org/10.1016/j.ijhm.2021.103010
TypeArticle
TitleNegotiated exchanges in the online hospitality market: Hoteliers and hotel managers' perceptions of Booking.com
AuthorsAndriotis, K. and Paraskevaidis, P.
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.

KeywordsSocial exchange theory; Negotiated exchanges; Dependence; Power asymmetry; Satisfaction; Booking.com
LanguageEnglish
PublisherElsevier
JournalInternational Journal of Hospitality Management
ISSN0278-4319
Electronic1873-4693
Publication dates
Online26 Jun 2021
Print01 Aug 2021
Publication process dates
Deposited30 Jun 2021
Accepted13 Jun 2021
Submitted30 Aug 2020
Output statusPublished
Accepted author manuscript
License
File Access Level
Open
Copyright Statement

© 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/

Digital Object Identifier (DOI)https://doi.org/10.1016/j.ijhm.2021.103010
Web of Science identifierWOS:000678365600006
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