Collaborative Commerce and the Hotel Industry

Collaborative Commerce and the Hotel Industry

Michelle Rowe (Edith Cowan University, Australia) and Alfred Ogle (Edith Cowan University, Australia)
DOI: 10.4018/978-1-59904-949-6.ch066
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This chapter proposes a framework to consider the application of collaborative commerce (c-commerce) in the hotel industry. C-commerce and some general characteristics of the hotel industry are examined, followed by a discussion on the likelihood of c-commerce adoption by hotels. A case study of two five-star hotels located in Perth, Western Australia is considered in light of the framework. Corporate structure, information technology (IT) and its importance to organisation strategy, the role and attitudes of the general manager of each hotel to IT as well as the social identity of the hotel to c-commerce emerge as issues critical to c-commerce. This area of study is in its infancy and further research is required to more fully consider the issues.

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