Abstract: In the past two years, news of the discord between OTAs and traditional tourism enterprises increased. Whether it is OTAs to snatch resources or traditional tourism enterprises to upgrade, making the competition between the two sides have become more obvious. In fact, as an important online marketing channel, OTAs are one of the important partners in the traditional tourism enterprises. As a result, the relevant research gradually increased. Foreign literatures included three aspects from the cooperation, competition and balance of coopetition between OTAs and hotels, airlines and other traditional tourism enterprises, mainly focused on the problems of the coopetition between OTAs and hotels, attached importance to empirical analysis and the construction of model, and proposed the ideas of balance of coopetition from the aspects of market segmentation, pricing and room allocation for airlines and hotels. It is suggested that the follow-up analysis of the changes in the cooperation model between OTAs and traditional tourism enterprises should be strengthened in the future, focusing on the game relationship study between OTAs and scenic spots, restaurants and other tourism suppliers.

摘要： 作为重要的在线营销渠道，OTA一直是传统旅游企业的重要合作伙伴之一。无论是OTA抢夺资源还是传统旅游企业对抗升级，双方之间的竞争趋势愈加明显。由此，相关方面的研究逐步增多。国外研究从OTA与饭店、航空公司等传统旅游企业合作、竞争和竞合平衡三个方面入手，主要围绕OTA与饭店的竞合问题展开。重视实证分析，采用数理统计和模型构建等定量研究方法，针对航空公司和饭店企业，从市场细分、定价、客房分配等角度提出实现双方竞合平衡的方案。建议今后加强对OTA和传统旅游企业合作模式变化的跟踪分析，关注OTA与景区、餐馆等旅游供应商的博弈关系。