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A Comparative Analysis of Wholesale and Retail Central Reservation System Booking Models

Abstract
Destination Marketing Organizations (DMOs) are increasingly entering the world of ecommerce by offering reservation capabilities directly from their websites. A measure of success for DMOs is the revenue generated by reservations as a result of their implementation of a central reservation system (CRS). This paper analyzes and compares the return from two models of CRS: a wholesale model, managed centrally by the DMO; and, a retail model, managed by individual properties. Findings support the hypothesis that an integrated model achieves a higher return than a de-centralized model. A number of factors contribute to the superior performance, such as experiential packaging, advanced discounting, value-added mechanisms, and overall, a more consistent marketing message supporting its CRS success.
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