Competitiveness Analysis of GDSs in South Korea by Using Niche Theory: Focusing on User Gratification

Hyo-Jeong Byun, Jeong-Joon Kim and Byeong-Cheol Lee
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Hyo-Jeong Byun: Department of Tourism Industry Research Center, Kyonggi University, Seoul 03746, Korea
Jeong-Joon Kim: Department of Airline Services, Seowon University, Cheong-ju 28674, Korea
Byeong-Cheol Lee: Department of Tourism and Event Management, Kyonggi University, Seoul 03746, Korea

Sustainability, 2020, vol. 12, issue 20, 1-19

Abstract: The purpose of this study is to analyze the competitive relationships among the four major Global Distribution Systems (GDSs), which are representative reservation systems in the tourism industry by using niche theory. To that end, niche theory, which presents the three core concepts of niche breadth, niche overlap, and niche superiority, was combined with gratification in the uses to apply the gratification niche analysis technique. Based on an extensive literature review, four factors (core functions, system functions, service functions, and additional functions) to measure user satisfaction levels by function with GDSs were extracted. Online/offline questionnaire surveys were conducted with travel agencies’ airline counter staffs who had experience using all four GDSs, and in total, 324 copies of the questionnaire were used in the analysis. The analysis results confirmed that Sabre had a competitive edge in general over the other three GDSs, while TOPAS (Amadeus) and Galileo had a comparative competitive edge in certain functions. This study suggested concrete implications that can help individual GDSs in terms of their development of functions or the establishment of marketing strategies by verifying user satisfaction by the function of individual GDSs.

Keywords: niche theory; GDS/CRS; competitiveness; gratification (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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