Analytic perspectives on online purchasing in hotels: a review of literature and research directions

Purpose As scholarly research in online purchasing increases in size and scope, understanding the manner in consumers engage in online purchasing in hotels is critical. This study’s purpose is to provide an analysis of the current online purchasing research pertaining to the hotel industry. Design/methodology/approach A content analysis of 85 peer-reviewed articles published between 2006 and 2016 in hospitality and tourism journals was conducted to uncover the most critical aspects of online purchasing in hotels. Keyword searches and specific search parameters (e.g., literature time frame, locus of search) guided the review of the articles selected for the analysis. Findings This study recognizes that the discrete transaction per-se represents the focal element in the hospitality scholarly research in online purchasing. It also recognizes the importance of the overall encompassing hospitality experience in creating and appropriating value for all stakeholders. Finally, the review found a strong orientatio...

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