Coopetition Between TTA and OTA Based on Multinomial Logit Choice Model

doi:10.1007/s40305-021-00343-y

Journal of the Operations Research Society of China ›› 2021, Vol. 9 ›› Issue (4): 741-756.doi: 10.1007/s40305-021-00343-y

收稿日期:2019-03-03 修回日期:2020-07-01 出版日期:2021-12-30 发布日期:2021-11-25
基金资助:
This research was supported by High-Level Talents Project of Hainan Natural Science Foundation (No. 2019RC037), the National Natural Science Foundation of China (Nos. 71761009, 71461006, and 71461007), the Hainan Province Planning Program of Philosophy and Social Science (Nos. HNSK(YB)19-06 and HNSK(YB)19-11), and Scientific Research Project Hainan Department of Education (Nos. HNKY2020ZD-6 and HNKY2019ZD-10).

Coopetition Between TTA and OTA Based on Multinomial Logit Choice Model

Hui-Li Yan¹, Hao Xiong²

1 School of Tourism, Hainan University, Haikou 570228, Hainan, China;
2 School of Management, Hainan University, Haikou 570228, Hainan, China

Received:2019-03-03 Revised:2020-07-01 Online:2021-12-30 Published:2021-11-25
Contact: Hao Xiong, Hui-Li Yan E-mail:xh_xionghao@126.com;yhl_yanhuili@126.com

摘要/Abstract

Abstract: This paper proposes a framework to analyse the impact of online travel agency (OTA) when it steps into an original market of a traditional travel agency (TTA). Based on the multinomial logit choice model, the demand model and the profit model are presented. Then, the demand squeeze, the total demand increase and the cooperation range of wholesale price are analysed. From the analysis, the results indicate that: (1) OTA can increase the demand of the whole market while it squeezes the demand of TTA; (2) The demand squeeze, total demand increase and the range of cooperation wholesale price are all positive with the perceived value from OTA and negative with the perceived value from TTA. (3) The more immature the market is the more necessary for TTA to cooperate with OTA. In addition, numerical example and sensitivity analysis of perceived value and price are presented to illustrate the demand squeeze, demand increase and cooperation range of wholesale price.

Key words: Coopetition, Online travel agency, Multinomial logit choice model

中图分类号:

UO110.7480

. [J]. Journal of the Operations Research Society of China, 2021, 9(4): 741-756.

Hui-Li Yan, Hao Xiong. Coopetition Between TTA and OTA Based on Multinomial Logit Choice Model[J]. Journal of the Operations Research Society of China, 2021, 9(4): 741-756.

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Coopetition Between TTA and OTA Based on Multinomial Logit Choice Model

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