An Exploration of the Contingency Influence on Chinese Customers’ Selection of Online Hotel Reservation Channels
Hotel companies have tried to sell rooms through their direct online reservation channels, but consumers still purchase a substantial number of rooms through indirect channels operated by online travel agencies (OTAs). This study explores when and under what circumstances consumers choose either a h...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2022-08-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440221120407 |