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Online travel agency or blockchain-based platform?

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  • Gao, Guang-Xin
  • Bi, Jian-Wu

Abstract

Online travel agency has been used by most hotels to attract customers. However, hefty commissions and unverified reviews reduce hotels' cooperation intentions. Armed with unique advantages, blockchain-based platforms with higher blockchain-adoption costs can alternatively offer peer-to-peer booking service. This paper investigates the hotels' choice strategies on online travel platforms, blockchain-adoption conditions, and effects of blockchain-based platform. The results show that marginal blockchain cost, commission rate and customers' perceived distrust value of online reviews have great influence on the hotels' decisions. Although blockchain-based platforms can create win-win situations for hotel(s) and customers, they are not widely available as it is considered imperfect and costly. Alarmingly, there exists an invalidation effect of online travel platforms in a competitive market, resulting in non-equilibrium.

Suggested Citation

  • Gao, Guang-Xin & Bi, Jian-Wu, 2024. "Online travel agency or blockchain-based platform?," Annals of Tourism Research, Elsevier, vol. 109(C).
    • Handle: RePEc:eee:anture:v:109:y:2024:i:c:s0160738324001233
    DOI: 10.1016/j.annals.2024.103846
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    References listed on IDEAS

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