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《Journal of Liaoning University(Philosophy and Social Sciences Edition)》 2018-04
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Forces and Strategies on Power Asymmetries Between Tourism Attraction and OTA

CAO Ning;GUO Shu;WANG Haihong;School of Business, Liaoning University;Asia-Australia Business College, Liaoning University;  
The suspension of cooperation between hotels/airlines and online tourism agents(OTAs) has become a representative event in China's tourism industry. Recent researches focus on who has more distribution power, tour providers or OTAs. As in 2016, there were more partnership breakdowns reported involving tourism attractions and OTAs. This paper focuses on the distribution power asymmetries between tourism attraction and OTA. In view of channel power competition between tourism attraction and OTA,distribution power theory and vertical restraint theory are two classical theories that can be safely applied as the basis of this article. On the basis, we use causal maps, a social network analysis method to diagnose 28 forces and factors of power asymmetries and illustrate their different interfering degree. Also the relationship map indicates strategies for tourism attraction or OTA to get more distribution power. To draw the network relationship map with Ucinet, we get data by questionnaires, interviews and focus groups. The results show that the most influential forces and factors are resources, marketing and information. This contradicts previous diagnoses identifying technology as the ultimate cause of power asymmetries. The research conclusions have important implications for improving the economic efficiency of tourism industry chain and maintaining tourists' rights and interests.
【Fund】: 辽宁省教育厅基金项目“基于产业链跟踪法的辽宁旅游精准扶贫研究”(WFW201704);; 辽宁大学一流学科建设项目应急课题“建设辽西北旅游精品线路打造京津冀休闲旅游度假后花园”(20171127);; 沈阳市哲学社会科学专项资金规划课题“建设国家级工业遗产旅游改革创新先行区”(17037);; 沈阳市决策咨询重大研究课题“关于加快沈阳经济区文化旅游产业发展的对策研究”(20180424)阶段性成果
【CateGory Index】: F592
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