Analysis of Marketing Logic of China's Online Travel Agency through a Configurative Lens

Passing through ten more years of development, online travel agencies (OTAs) have grown up and attracted a big share of individual and business travelers, while travel websites have become the intuitive and effective information facility. However, with the fast scale expansion of domestic users and online suppliers, OTAs now have to face the fierce homogenized and price-oriented competition, which lead to the fiercer market competition and decreasing advantage of cost saving and low price, while the competitiveness related to service customization, personalization and value co-creation needs a marketing logic shift. In this paper, after introducing the goods-dominant logic (GDL) and the service-dominant logic (SDL), we present a configurative framework to demonstrate the implementation of different marketing logics, explain the fitness of SDL to OTA, and then analyze its limited but inspiring implementation with a case study of Ctrip.