Zwischen Abhängigkeit und der Möglichkeit einer Kooperation: Beherbergungsbetriebe und ihre Strategien im Umgang mit Onlinebuchungsplattformen

The article uses quantitative research methods to address the question of how companies in sectors in which online platforms play a key role in the value creation process deal with the resulting situation. The situation is examined using accommodation businesses in Lower Austria as an example. It is to be determined that the majority of businesses use and value the services of online booking platforms (OTAs). However, they see themselves as being dependent on them. As a result, they accept commissions that are perceived as too high. In order to reduce this relationship of dependency, the study examines which solutions companies see to achieve this. A particular focus here is on mutual cooperation opportunities. It can be seen that the majority of companies are in favor of cooperation. However, measures aimed at reducing dependencies on OTAs by creating a counterweight are viewed skeptically. However, companies see great potential in cooperation that leads to indirect strengthening. Cooperative approaches, among others, can contribute here. The article thus examines practice-oriented possibilities for cooperation and is aimed not only at an academic readership but also, and in particular, at people from practice.