He, Peng, He, Yong, Henry, Xu and Zhou, Li ORCID: https://orcid.org/0000-0001-7132-5935 (2019) Online selling mode choice and pricing in an O2O tourism supply chain considering corporate social responsibility. Electronic Commerce Research and Applications, 38:100894. ISSN 1567-4223 (doi:10.1016/j.elerap.2019.100894)

Preview	PDF (Author's Accepted Manuscript) 25883 ZHOU_Online_Selling_Mode_Choice_And_Pricing_In_An_O2O_Tourism_Supply_Chain_(AAM)_2019.pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB) | Preview
	PDF (Acceptance Email) 25883 ZHOU_Online_Selling_Mode_Choice_And_Pricing_In_An_O2O_Tourism_Supply_Chain_(Email)_2019.pdf - Other Restricted to Repository staff only Download (56kB) | Request a copy

Abstract

This paper considers an online-to-offline (O2O) tourism supply
chain (TSC) consisting of an offline tourism service provider (TSP) and an online travel agency (OTA) who has a corporate social responsibility (CSR). We investigate three possible online selling modes: (1) the OTA purchases products from the TSP and sells them to end tourists (Mode R); (2) the OTA charges the TSP a profit-sharing rate (Mode M); (3) the TSP sells products through both the reselling and marketplace channels (Mode D). Based on these three modes, we establish three game-theoretic models to explore the optimal online selling mode and pricing decisions for the
TSC and its members. Our analyses and results show that when Mode D is unavailable: if OTA's cost advantage is relatively low, the TSC members should set a moderate profit-sharing rate and choose Mode M; Conversely, Mode R is better for them under a moderate or not too high profit-sharing rate. When Mode D is also available: Mode M is always worse than Mode D, while Mode R may be better than Mode D under some conditions. Furthermore, we conduct numerical studies and sensitivity analyses, which demonstrate that in Mode D, the TSC should pay more attention to CSR and improve consumers' channel acceptance for the reselling channel to create
more total utility.

Item Type:	Article
Uncontrolled Keywords:	tourism supply chain, corporate social responsibility, online selling mode choice, pricing
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Systems Management & Strategy Faculty of Business > Networks and Urban Systems Centre (NUSC) Faculty of Business > Networks and Urban Systems Centre (NUSC) > Connected Cities Research Group
Last Modified:	25 Apr 2021 01:38
URI:	http://gala.gre.ac.uk/id/eprint/25883

Actions (login required)

View Item

Downloads