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CASE STUDY: Delegated Distribution: Hotels Should Be Warned! An Example from Croatia

Author

Listed:
  • Iva Slivar

    (Juraj Dobrila University of Pula, Faculty of Economics and Tourism "Dr. Mijo Mirković", Croatia)

  • Uglješa Stankov

    (University of Novi Sad, Department of Geography, Serbia)

  • Vanja Pavluković

    (University of Novi Sad, Department of Geography, Serbia)

Abstract

The penetration of online booking among hotels has been growing steadily. In order to maintain its market position, online travel agencies (OTAs) are offering small and medium hotels, mainly to those which have not yet adopted e-commerce, their own booking engines for websites or as apps to be integrated on hotels' platforms. Hotels are persuaded by cuts in commission, no commissions and other privileges. The implications of such a decision are of crucial importance to hotels in the struggle for tourists. This article presents a new classification of tourism e-distribution which includes this phenomenon named “delegate distribution”, a partnership strategy of OTA-s with hoteliers drawing on a study on the expansion of delegated distribution in Croatia. The key advantages and disadvantages are also listed, along with a comparison with direct and indirect forms of distribution in terms of inference upon other marketing mix elements.

Suggested Citation

  • Iva Slivar & Uglješa Stankov & Vanja Pavluković, 2019. "CASE STUDY: Delegated Distribution: Hotels Should Be Warned! An Example from Croatia," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 7(2), pages 245-256, October.
    • Handle: RePEc:mig:tmjrnl:v:7:y:2019:i:2:p:245-256
    DOI: 10.33182/tmj.v7i2.838
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    Cited by:

    1. Klada, Nikoletta & Stroumpoulis, Asterios & Varelas , Sotirios & Georgopoulos, Nicolaos, 2023. "Information Systems in Sustainable Hospitality and the Creation of Business Value," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2023), Hybrid Conference, Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Dubrovnik, Croatia, 4-6 September, 2023, pages 299-304, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    2. Uglješa Stankov & Ulrike Gretzel, 2020. "Tourism 4.0 technologies and tourist experiences: a human-centered design perspective," Information Technology & Tourism, Springer, vol. 22(3), pages 477-488, September.
    3. Alezandra Marzeil A. Dalagan & Melecio A. Sy, Jr., 2023. "Post-Pandemic Business Recovery Experiences of Samal Island Beach Resorts Owners: A Hermeneutic Phenomenological Inquiry," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 475-491, December.

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