Managing service innovations at online travel agencies: evidence from China

Abstract

Purpose

Research on service innovation management of online travel agencies (OTAs) remains relatively scarce. This study aims to illuminate the detailed components of managing service innovations at OTAs.

Design/methodology/approach

An in-depth case study is conducted at Trip, the largest OTA in China. A coherent framework of managing service innovations at OTAs is proposed through refining an existing framework from new service development (NSD), and concerning the success factors of service innovation. Based on theoretical synthesis and empirical analysis, the NSD framework is adapted, restructured and refined for service innovation management at OTAs.

Findings

The proposed framework contains three facets and associated managerial elements: (1) resources, including stakeholders, technologies and systems; (2) contexts, including innovation strategy, structure and culture; and (3) ideation, including idea generation and idea application. Different success factors are attached to the managerial elements. The facets, managerial elements and success factors serve as the components in the framework.

Research limitations/implications

This study provides academia with an analytical framework to understand and interpret service innovation management at OTAs, which can be used as a point of departure for future research.

Practical implications

The analytical framework inspires OTA managers to adopt a structured approach in service innovation management, and policymakers to design related interventions.

Originality/value

This study offers a first step toward the investigation of service innovation management at OTAs, specifically in China. The proposed framework is potentially applicable to other industries.

研究目的

目前关于在线旅行社(OTA) 的服务创新管理的研究相对贫乏。本研究旨在阐明OTA的服务创新管理的具体元素。

研究设计/方法/途径：

本研究以携程网（中国最大的在线旅行社）为对象进行深入案例分析。通过改善已有的基于新服务开发;理论（NSD）, 以及综合服务创新成功要素的理论框架从而提出一项连贯的服务创新管理理论框架。基于理论综合以及实证分析，本研究改编，整合和改善了NSD理论框架从而为在线旅行社的服务创新管理框架所适用。

研究结果：

被提议的理论框架包括三个层面以及相关管理元素：1） 资源，包括利益相关者，科技和系统；2）应用环境，包括创新战略，结构和文化；以及3）构思能力，包括概念生成，概念应用。管理元素与不同的成功要素相结合。这些层面，管理元素和成功因素作为提出框架的组成部分。

研究理论限制/启示：

本研究为学术领域提供了分析框架，从而进一步了解和诠释了在线旅行社的服务创新，从而作为今后研究的起点。

研究实践启示：

本分析框架促使在线旅社管理者在服务创新中借用更加结构化的方法，并且鼓励政策制定者来设计相关的干预措施

研究原创性/价值：

本研究提供了在中国的环境下迈向在线旅社服务创新的第一步。提议的框架对其他产业也存在潜在贡献。

Citation

Mu, Y., Bossink, B., Vinig, T. and You, S. (2021), "Managing service innovations at online travel agencies: evidence from China", Journal of Hospitality and Tourism Technology, Vol. 12 No. 3, pp. 533-547. https://doi.org/10.1108/JHTT-08-2020-0190