逆境能上游？飯店、線上訂房平台競合下商業生態系統建構研究

Strive for the Best? Exploring the Establishment of Hotels' Business Ecosystem through Coopetition with Online Booking Platforms

廖耿彬(Keng-Ping Liao) ； 王國欽(Kuo-Ching Wang) ； 龔曉菁(Shiau-Ching Kung) ； 高怡(Yi Gao) ； 余治明(Chih-Ming Yu)

《觀光休閒學報》 27卷2期 (2021/08) Pp. 195-244

https://doi.org/10.6267/JTLS.202108_27(2).0003

摘要

線上旅行社（Online Travel Agencies, OTA）是消費者選購飯店類住宿產品最常用的線上訂房平台（Online Booking Platforms）。OTA服務日趨多元，在銷售管道上產生與飯店間主導權轉移，兩者逐漸從「合作」轉化為「競合」關係。旅宿業者嘗試擴展商業生態系統降低OTA對利潤的影響，但其建構模式仍模糊且不見端倪。本文採多重個案研究，選擇12個飯店品牌為研究對象，深度訪談15位主管並使用內容分析法分析訪談資料。研究發現，這些能成功抗衡OTA影響之飯店，在生態系統建構上都有獨特「門道」，如「美髮業及超市合作」以及將「客房做住宿以外用途利用」等，其在生態的核心事業及延伸企業都下足功夫，才能逆境而上。而在學術上之貢獻，本研究也首次發現「商業生態系統理論」缺乏考量競合關係特性，特別在「地理因素」有不足之處。最後，並提出管理意涵與未來研究建議。

關鍵字

飯店 ； 線上訂房平台 ； 線上旅行社 ； 競合關係 ； 商業生態系統

並列摘要

Online Travel agencies (OTAs) are the most commonly used online booking platforms for consumers to purchase hotel accommodation products. OTAs are taking control on distributing hotel rooms by offering diversifying services. The interaction between hotels and OTAs is turning from cooperation to co-opetition. Hotels are in attempt to lower the impact on revenue brought by OTAs through establishing business ecosystem; yet, how business ecosystem is formed is still vague. Multiple-case studies were conducted with 12 hotel brands and 15 managers in charge of revenue management involved. Content analysis was adopted for in-depth interview. Research results showed hotels capable of sustaining the impact from OTAs have paid great efforts on securing their core business and extended enterprise of the ecosystem. ＂The secrets of success＂ are working with hair salon, supermarket, and selling rooms for events and activities. This research represents the first one to fill the theory gap of Business Ecosystem which does not cover ＂importance of coopetition＂ and ＂geographical＂ attributes. Lastly, it proposed management implications and suggestions for future research.

並列關鍵字

hotel ； online booking platforms ； online travel agencies ； coopetition relationship ； business ecosystem

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