Sustainable Competitive Advantages of Chinese Online Travel Agents: Analysis Based on RBV View

DOI

10.2991/aebmr.k.201211.030How to use a DOI?

Keywords

Competitive advantage, RBV View, OTA, Recommendation

Abstract

Chinese Online Tourism Agents (OTAs) are facing with fierce competition currently. Therefore, it is of primary importance for Chinese OTAs to build long lasting competitive advantages. This study identifies the sustainable competitive advantages of Chinese Online Tourism Agents (OTAs) based on the resource-based perspective. The study conducted an online questionnaire survey among 210 consumers who were randomly chosen from six OTAs in China. Five competitive advantages were identified from the survey: payment model, product variety, cost leadership, service responsiveness and e-marketing strategies. Recommendations in terms of system security, service customization and corporate social responsibilities were put forward based on the perceived shortcomings of the OTAs.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiyang Chen
AU  - Lei Zhang
AU  - Haojia Tong
AU  - Deng Wei
PY  - 2020
DA  - 2020/12/14
TI  - Sustainable Competitive Advantages of Chinese Online Travel Agents: Analysis Based on RBV View
BT  - Proceedings of the Fifth International Conference on Economic and Business Management (FEBM 2020)
PB  - Atlantis Press
SP  - 163
EP  - 167
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201211.030
DO  - 10.2991/aebmr.k.201211.030
ID  - Chen2020
ER  -