Earticle

초록

영어

Mobile digital platforms enable rapid large-scale sales of hotel products in the Chinese market. A case in point is Alibaba’s hospitality platform Fliggy and The Universal Studios Grand Hotel that opened in Beijing in 2021. Hotel rooms sold so rapidly that the platform crashed. Fliggy sold to 100,000 customers within half an hour. A first purpose of this study was to explain how digital platforms in China enable such sales achievement. How are luxury hotels able to strategically achieve rapid mass sales in the Chinese market? A second purpose was to investigate how hotels compete in the Chinese digital platform market in comparison to other international platform markets, and with regard to their platform business models and sales strategies. To achieve this objective, data was collected through 17 semi-structured interviews with hotel executives, platform owners, and destination marketing organizations, and analyzed using a qualitative content analysis. The results contribute to the understanding of the Chinese hotel platform market and sales strategies of luxury hotels in China. Platforms in China enable hotels in the high-scale luxury market to achieve mass sales through product differentiation. Digital platforms reduce transaction and search costs, and the marketing costs of brand exposure and sales channels. This contrasts to traditional hotel business models where mass selling is associated with lower costs from the mass production of functional standardized products. Mass selling has accordingly traditionally been associated with lower-scale hotels. Mobile platforms enable the rapid mass selling of luxury hospitality products through product differentiation and by reducing search costs in the large Chinese customer market.

목차

Abstract
1. INTRODUCTION
2. LITERATURE REVIEW AND THEORY
3. METHODOLOGY
3.1 Interview Questionnaire and Data Collection
3.2 Data Analytical Method
4. RESULTS
5. DISCUSSION AND IMPLICATIONS
5.1 Discussion
5.2 Academic Implications
5.3 Practical Implications
6. LIMITATIONS AND SUGGESTIONS FOR FUTURE STUDIES
REFERENCES

키워드

저자

• Min Joo Leutwiler Lee [ Assistant Professor, Dept. of Global Hotel Management, Woosong University, Republic of Korea ] Corresponding Author
• Vera Jie Huang [ Doctoral Candidate, SHTM, The Hong Kong Polytechnic University, Hong Kong, China ]
• Echo Lan Zhou [ Doctoral Candidate, SHTM, The Hong Kong Polytechnic University, Hong Kong, China ]
• Rob Law [ Chair Professor of Smart Tourism, University of Macau, Macau, China ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380