Relational exchanges in the tourism distribution channels: An exploratory study on accommodation providers and tour operators

Distribution channel relationships are highly relevant in the tourism industry. The social exchange theory (SET) is a popular theoretical framework for exploring such inter-organizational relationships because it concerns economic and social interactions. However, the social exchange theory has rarely been applied to the tourism industry. The current study addresses this research gap and applies the social exchange theory in tourism. In-depth interviews were conducted with accommodation providers and tour operators in Japan to examine the dynamics of their relationships. Respondents confirmed the importance and difficulty of managing distribution channel relationships. Due to growing online platforms, traditional tour operators are losing channel power and accommodation providers depend less on them. Nevertheless, both sides highlighted the importance of commitment to maintain long-term healthy relationships. Apart from the theoretical contribution, this study also provides valuable managerial implications. It recommends that accommodation providers should develop a consistent multi-channel strategy and pricing strategy to avoid unnecessary channel conflicts with intermediaries. Traditional tour operators should innovate themselves in order not to be disintermediated, instead of relying on the old business model.