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首页> 外文会议>International Conference on Electronic Business(ICEB 2004) vol.1; 20041205-09; Beijing(CN) >An Exploratory Study of the Electronic Distribution of Hotel Rooms in Europe
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An Exploratory Study of the Electronic Distribution of Hotel Rooms in Europe

机译：欧洲酒店客房电子分销的探索性研究

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摘要

Hotels sell a great deal of their inventory by means of third party distribution through the use of technology and marketing intermediaries. More recently the Internet along with other emerging technologies has offered the potential to disrupt enduring distribution arrangements. The question of strategic change is important as the low-cost, multi-channel possibilities offer considerable potential benefits to hotels, but these are also linked to considerable risks. The focus of the study is on the drivers behind the choice of distribution intermediaries by hotel groups. A research questionnaire designed to establish the factors influencing hotels' choice of intermediaries, was developed from the extant literature. Subsequently principal component analysis uncovered an overriding factor, (referred to here as 'risk preference') which is shown to influence heavily channel strategy choice. This indicates the concern by hoteliers over the impact of negative direct or intermediary-related performance on hotel brand image and reputation. The results of this study further support the theory that the hotel industry has yet to define a strategic direction that will leverage the capabilities of the Internet.
机译：酒店通过使用技术和营销中介通过第三方分销方式出售大量库存。最近，互联网与其他新兴技术一起提供了破坏持久的分销安排的潜力。战略变革的问题非常重要，因为低成本，多渠道的可能性为酒店带来了巨大的潜在利益，但这些也与巨大的风险相关。该研究的重点是酒店集团选择分销中介的背后驱动力。从现有文献中得出了旨在确定影响酒店选择中介人的因素的调查问卷。随后的主成分分析发现了一个覆盖因素（在此称为“风险偏好”），该因素被证明会严重影响渠道策略的选择。这表明饭店经营者担心直接或中介相关的负面业绩对饭店品牌形象和声誉的影响。这项研究的结果进一步支持了以下理论：酒店业尚未确定将利用互联网功能的战略方向。

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