Innovation Adoption in Online Travel Agent Platforms

37 Pages Posted: 10 Jan 2019 Last revised: 25 Jan 2020

See all articles by Andrea Mantovani

Andrea Mantovani

University of Toulouse - Toulouse Business School

Claudio A. Piga

Carlo Reggiani

University of Manchester

Yevgeniya Shevtsova

EU Science Hub

Date Written: January 23, 2020

Abstract

This paper analyzes the strategic opportunities enabled by one of Booking.com's managerial innovations introduced in 2015-16: a new online discount feature. Focusing on the hospitality and online booking platforms, we explore the role of the heterogeneity in characteristics that make establishments more susceptible to embrace such innovation. The empirical analysis indicates that the propensity to adopt a managerial innovation is positively affected by ratings and user perception, as well as online sales experience and chain affiliation. Conversely, we find that the type of establishment does not significantly affect the propensity to adopt the innovative discount feature.

Keywords: platforms, managerial innovation, online discounts

JEL Classification: Z30, Z31, M21, O32, M30

Suggested Citation

Mantovani, Andrea and Piga, Claudio A. and Reggiani, Carlo and Shevtsova, Yevgeniya, Innovation Adoption in Online Travel Agent Platforms (January 23, 2020). Available at SSRN: https://ssrn.com/abstract=3308147 or http://dx.doi.org/10.2139/ssrn.3308147

Andrea Mantovani

University of Toulouse - Toulouse Business School ( email )

20, bd Lascrosses
BP 7010
Toulouse, 31068
France

Carlo Reggiani

University of Manchester ( email )

Oxford Road
Manchester, M13 9PL
United Kingdom

HOME PAGE: http://https://sites.google.com/view/carloreggianieconomics/home

Yevgeniya Shevtsova

EU Science Hub ( email )

No contact information is available for Claudio A. Piga

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