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Moreover, compare to other type of hotels, hotel chains are especially dependent on OTA due to its characteristic (Ropero, 2011).
According to Stangl, Inversini and Schegg (2016), OTA “allowed the consumers to cultivate a taste for convenience, user-friendliness and playfulness in online purchasing.” This indicating that OTA helped the general customers accustomed to the online booking convention. However, with the increasing dependency of hotel chains on the OTA, and OTA’s ability of providing cheaper solutions or offering better deals than the hotel itself (Kim, Bojanic and Warnick, 2009), hoteliers started to “lose control over their own products and brands” (Stangl et al., 2016). These g
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