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| Author: | Koo, B. Mantin, B. O'Connor, P. |
| Title: | Online distribution of airline tickets: should airlines adopt a single or a multi-channel approach? |
| Journal: | Tourism Management
2011 : FEB, VOL. 32:1, p. 69-74 |
| Index terms: | airlines distribution channels strategy internet travel agents consumer behaviour competition decision models |
| Freeterms: | online travel agency WWW |
| Language: | eng |
| Abstract: | Airlines typically distribute tickets both via their own websites and through online travel agency (OTA) platforms. This study investigates factors that influence an airline's distribution strategy by developing a decision support model. It is found that airlines use less likely OTA platforms if they have a large loyal consumer base or if the OTA platform is highly competitive. |
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