Title

The effect of delisting a hotel market from online travel agency websites: Evidence from Columbus, Georgia

Document Type

Article

Publication Date

1-1-2018

Publication Title

Tourism Review International

Volume

22

First Page

41

Last Page

48

Keywords

Billboard effect, Chain immunity, Distribution channels, Hotel performance, Online travel agencies (OTAs)

Abstract

© 2018 Cognizant, LLC. The purpose of this article is to further explore the relationship and balance of power between online travel agencies (OTAs) and hotel properties, specifically addressing and generally supporting the established but contentious concept of the billboard effect. The research also introduces the concept of chain immunity, an ancillary benefit that unlisted hotels receive as a function of the billboard effect. The empirical study conducted suggests that OTAs have less power than is generally perceived versus hotels. The findings further provide hoteliers with strong justification to support experimentation with their property's sales distribution systems as they seek to determine the most effective balance of OTA versus Brand.com promotional efforts for their properties.

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