Abstract
Hotels play an important role in the tourism supply chain by supplying essential accommodations. In today's dynamic and highly competitive market, a hotel's sales strategy significantly influences its profit. This study uses a theoretical modelling approach to help hotel owners make an optimal joint decision of pricing and room allocation strategy to maximise profits when facing new phenomena in the e-tourism era including various distribution channels, promotion programs, and contracts with travel agents. Our study provides optimal solutions for each scenario and discusses the influential factors. Managerial implications are provided.
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