Innovation Adoption in Online Travel Agent Platforms

31 Pages Posted: 10 Jan 2019

See all articles by Andrea Mantovani

Andrea Mantovani

University of Bologna

Claudio A. Piga

Keele University - Keele Management School

Carlo Reggiani

University of Manchester

Yevgeniya Shevtsova

EU Science Hub

Date Written: December 30, 2018

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: (i) ratings and users perception, (ii) previous online experience, (iii) chain affiliation. However, the type and sophistication of the organizational structure does not seem to affect the propensity to adopt the innovative online 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 (December 30, 2018). Available at SSRN: https://ssrn.com/abstract=3308147 or http://dx.doi.org/10.2139/ssrn.3308147

Andrea Mantovani

University of Bologna ( email )

Piazza Scaravilli 2
Bologna, 40126
Italy

Claudio A. Piga (Contact Author)

Keele University - Keele Management School ( email )

Darwin Building
Staffordshire, ST5 5BG
United Kingdom

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 )

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