The Analysis of OTA Commission Mode Based on the Game Theory View

doi:10.12054/lydk.bisu.16

Abstract

Abstract:

Under the background of e-commerce and mobile commerce, the commission problem leading to many contradictions in the hospitality industry and the OTA’s commission model has received more and more challenges (represented by Ctrip). In this paper, based on this commission mode between hotel and OTA, the author established the hotel dominant Stackelberg dynamic game model and the optimization model of cooperation. By solving the model and numerical analysis, the paper concluded respectively the reasonable range when hotel and OTA took the non-cooperate strategy and cooperate strategy.According to the results of numerical analysis, the author draw the following conclusions: (1) With the improvement of the hotel direct proportion, hotel needs to increase the commission to compensate the OTA’s losses caused by hotel’s direct competition. (2) In the hotel dominant market, when the direct proportion is very low, the OTA, in order to get more hotel resources, needs to pay commission to hotel in which situation the commission is equivalent to the wholesale price. (3) When the relationship between the hotel and OTA shifts from competition to cooperation, the hotel needs to transfer partial interest to OTA for cooperation by improving commission.

Key words: online hotel, commission mode, game theory model

摘要：

在电子商务和移动商务背景下,酒店业的佣金问题引发诸多矛盾,以携程为代表的OTA佣金模式受到越来越多的挑战。本文基于酒店和OTA之间的佣金模式建立了酒店占主导地位的斯坦科尔伯格（Stackelberg）动态博弈模型以及优化的合作博弈模型,通过进一步的求解和数值分析,分别给出了酒店和OTA在非合作和合作情形下佣金的合理范围。

关键词: 在线酒店, 佣金模式, 博弈模型

CLC Number:

Ling WANG, Meng LI. The Analysis of OTA Commission Mode Based on the Game Theory View[J]. Tourism and Hospitality Prospects, 2017, 1(2): 79-88.

王玲, 李盟. 基于博弈视角的OTA佣金模式分析[J]. 旅游导刊, 2017, 1(2): 79-88.

Figures/Tables 4

References 11

[1]	艾瑞咨询. 2015年在线旅游行业年度监测报告[R].北京:艾瑞咨询集团,2015.
[2]	徐虹,吕兴洋,秦达郅.权力视角下旅游分销渠道研究趋势探讨[A].2012中国旅游科学年会论文集[C].北京:中国旅游研究院,2012:238~243.
[3]	吕兴洋,徐虹,殷敏.基于渠道权力理论的旅游供应链企业关系博弈分析[J].旅游学刊,2010,25(12):23~27.
[4]	Xiaolong Guo,Liuyi Ling,Yufeng Dong,et al .Cooperation contract in tourism supply chains:the optimal pricing strategy of hotels for cooperative third party strategic websites[J].Annals of Tourism Research,2013,41(4):20~41.
[5]	杜菲. 酒店与旅行社的竞争与协调[D].合肥:中国科学技术大学,2015.
[6]	席丽娟,徐虹.饭店收益管理的定价决策研究[J].旅游科学,2005,19(2):43~47.
[7]	陈旭. 酒店管理的研究进展与前景[J].管理科学学报,2003,6(6):72~76.
[8]	Cindy Yoonjoung Heoa,Seoki Leeb.Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry[J].International Journal of Hospitality Management,2011(30):243~251.
[9]	Xuan Lorna Wang.Relationship or revenue:potential management conflicts between customer relationship management and hotel revenue management[J].International Journal of Hospitality Management,2012(31):864~874.
[10]	Sheryl E Kimes.The future of hotel revenue management[J].Journal of Revenue and Pricing Management,2011(10):62~72.
[11]	田俊峰,刘丽莎,杨梅.自营与联营混合模式下网上商城的产品定价与佣金决策[J].财会月刊,2016:82~85.

直销比例（γ）	非合作模型中佣金值	合作模型分销商期望最低佣金值	合作模型酒店可接受最高佣金值
0.1	—130.36	—84.42	—38.48
0.2	—94.64	—53.91	—13.18
0.3	—58.93	—23.41	12.11
0.4	—23.21	7.10	37.41
0.5	12.50	37.60	62.71
0.6	48.21	68.11	88.01
0.7	83.93	98.62	113.30
0.8	119.64	129.12	138.60
0.9	155.36	159.63	163.90
1	191.07	190.13	189.20

直销比例（γ）	非合作模型中佣金值	合作模型分销商期望最低佣金值	合作模型酒店可接受最高佣金值
0.1	—130.36	—84.42	—38.48
0.2	—94.64	—53.91	—13.18
0.3	—58.93	—23.41	12.11
0.4	—23.21	7.10	37.41
0.5	12.50	37.60	62.71
0.6	48.21	68.11	88.01
0.7	83.93	98.62	113.30
0.8	119.64	129.12	138.60
0.9	155.36	159.63	163.90
1	191.07	190.13	189.20

[1]	ZHA Jianping, LI Cheng, TAN Ting, HE Lamei, XU Dandan. Research on Multiple Paths to the Integrated Development of Culture and Tourism: Configuration Analysis Based on the “Demand-Supply-Support” Framework [J]. Tourism and Hospitality Prospects, 2024, 8(1): 30-59.
[2]	WANG Yuchen. Research on the Mechanism of Time-Limited Promotion on Consumers’ Intention to Purchase in Tourism Livestreaming Marketing from the Perspective of Counterfactual Thinking [J]. Tourism and Hospitality Prospects, 2024, 8(1): 60-81.
[3]	ZHANG Yi, CUI Jianzhou. Research on Soundscape Quality Optimization of the Grand Canal Cultural Belt Based on Soundscape Preference: A Case Study of Li Canal Cultural Corridor [J]. Tourism and Hospitality Prospects, 2024, 8(1): 82-103.
[4]	LI Bin, WANG Sha, WANG Jiexiang, LI Liang, YU Zhiyuan, GONG Yitong. Do Rigorous and Disciplined Grounded Theory Research and Case Study [J]. Tourism and Hospitality Prospects, 2024, 8(1): 1-29.
[5]	LIU Chun, LU Ximing, ZHAO Qi. A Review of the Research on Contactless Services in Tourism and Hospitality [J]. Tourism and Hospitality Prospects, 2024, 8(1): 104-131.
[6]	XU Hong, ZHANG Xingfa. Human-Land-Industry-Governance: An Integrated Theoretical Framework for Rural Tourism Research [J]. Tourism and Hospitality Prospects, 2023, 7(6): 1-21.
[7]	SUN Jiuxia, WANG Siya. Rural Revitalization and Urban-Rural Integration from the Perspective of Tourism Philosophy [J]. Tourism and Hospitality Prospects, 2023, 7(6): 22-36.
[8]	LUO Wenbin, LIU Yangjie. Tourismification of Rural Land Utilization: Theoretical Connotation, Effect Characteristics and Formation Mechanism [J]. Tourism and Hospitality Prospects, 2023, 7(6): 37-58.
[9]	LU Lin, CHEN Jieqi, BI Shanshan, XU Yan, CUI Jing, FANG Yebing. Tourists’ Nostalgia Perception and Its Influencing Factors of Huizhou Villages [J]. Tourism and Hospitality Prospects, 2023, 7(6): 59-76.
[10]	XU Fengzeng, WANG Caicai, XI Wei, FENG Lili, ZHU Limin. Relationship and Contract: Study on the Mechanism of Homestay Inn Enterprise’s Participation in Rural Multiple Synergetic Governance [J]. Tourism and Hospitality Prospects, 2023, 7(6): 77-108.
[11]	SUN Yuanyuan, SHI Shaohua. Research on the Structural Characteristics and Influencing Factors of Urban Tourism Flow Networks along the Grand Canals: Insights from Online Travelogues [J]. Tourism and Hospitality Prospects, 2023, 7(5): 43-65.
[12]	DUAN Rui, ZOU Tongqian, LIANG Weizhe. A Review of Tourist Destination Image in the Big Data Era: Data, Methods, and Technology [J]. Tourism and Hospitality Prospects, 2023, 7(5): 66-93.
[13]	WU Xinyang, LIANG Xuecheng, SONG Hang. The Tourist Sensory Experience: A Research Review and Prospects [J]. Tourism and Hospitality Prospects, 2023, 7(5): 94-119.
[14]	CHEN Ye, MA Jizhen, LI Hengyun, ZHANG Kun, CHEN Gang, JIN Ying, XU Hong, TANG Xiaoyun, CAO Zhihui, PEI Jiahui, PAN Bing. Technology’s Ability to Empower High-quality Tourism Development: Practical Paths and Research Issues [J]. Tourism and Hospitality Prospects, 2023, 7(5): 1-22.
[15]	WANG Kaiyun, HE Zongwei, ZHAO Xiaoyou, MA Shihan, YE Shun, YING Tianyu. Research on the Formation Path of Unforgettable Experience in the Shared Accommodation Setting [J]. Tourism and Hospitality Prospects, 2023, 7(5): 23-42.