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

Abstract

Purpose

As scholarly research in online purchasing increases in size and scope, understanding the manner in which consumers engage during online purchasing in hotels is critical. The purpose of this study is to provide an analysis of the current online purchasing research pertaining to the hotel industry.

Design/methodology/approach

A content analysis was conducted of 85 peer-reviewed articles published between 2006 and 2016 in hospitality and tourism journals to uncover the most critical aspects of online purchasing in hotels. Keyword searches and specific search parameters (e.g. literature time frame and 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 orientation toward self-reported survey data as indicative of online transactions and the steps that precede them online.

Research limitations/implications

The study recognizes the present focus on discrete transactions and recommends expanding the focus to tap into more comprehensive purchasing processes that are mediated by technology.

Practical implications

The analysis presented here offers practitioners insight into the value chain member and consumer behaviors that could be feasibly converted into actionable managerial practices.

Originality/value

In contrast to the reviews discussing online purchasing, this study provides a unique broad analytical perspective on the relationships among buyers, sellers, products, retail interfaces and consumer decision processes that characterize the hotel online purchasing environment, as reflected in the past 10 years of hospitality and tourism literature.

Citation

Morosan, C. and Bowen, J.T. (2018), "Analytic perspectives on online purchasing in hotels: a review of literature and research directions", International Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 557-580. https://doi.org/10.1108/IJCHM-10-2016-0566