Information and Communication Technologies have deeply transformed business strategies and practices in the tourism and hospitality industries (Ip et al., 2011). Among them, the Internet in particular has served as a competitive marketing and communication tool for hoteliers in facilitating information sharing and online transactions (Tse, 2013), thus leading businesses into a new era. Authors have to re-examine the transactional tools employed in the hotel-OTA relationship, with a particular regard to the issue of trust, which is widely recognized by managerial literature as a key factor for fostering customer-vendor relations and sustaining market share (Urban et al., 2009) in socially distant relationships, such as online hotel booking. A topic point of research concerns the development of trust between vendors and buyers in the distribution channel relationships: from the buyer’s perspective, the vendor’s reputation and its investment in the relationship are trust boosters.
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