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How to introduce a livestreaming channel: a case of the hotel at a fixed capacity

Guo, Qiang ; Cheng, Shengyan ; Zhao, Pengfei

International transactions in operational research, 2024-09, Vol.31 (5), p.3531-3552 [Periódico revisado por pares]

Oxford: Blackwell Publishing Ltd

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  • Título:
    How to introduce a livestreaming channel: a case of the hotel at a fixed capacity
  • Autor: Guo, Qiang ; Cheng, Shengyan ; Zhao, Pengfei
  • Assuntos: capacity ; dual‐channel operation ; Hotels ; Hotels & motels ; Influencer marketing ; influencer retailer ; livestreaming channel ; Online sales ; optimal channel strategy ; Streaming media ; Supply chains ; Travel agencies
  • É parte de: International transactions in operational research, 2024-09, Vol.31 (5), p.3531-3552
  • Descrição: Considering two hotels that sell substitutable rooms through the same online travel agency (OTA), we study the optimal supply chain structure for a fixed‐capacity hotel to introduce a livestreaming channel (LC). First, ideal pricing and room allocation are explored through four scenarios: (a) a single channel with no introduction, (b) a dual channel with a hotel‐operated LC, (c) a dual channel with an OTA‐operated LC, and (d) a dual channel involving an influencer retailer. Upon comparing each model's supply chain performance, we find that small and large hotels prefer influencer retailers, while medium‐sized hotels favor a self‐operated LC when influencers cannot demonstrably extend the market. An OTA‐operated livestreaming service is only appropriate for a declining economy because the platform's reputation and livestream presentation can inform consumers’ travel intentions after recovery. Furthermore, OTAs may only suffer during the introductory period, whereas a supply chain system will benefit from celebrities’ charisma and impulsive consumption.
  • Editor: Oxford: Blackwell Publishing Ltd
  • Idioma: Inglês
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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