Innovating Online Operational Models for Independent Hotels: Assessing the Feasibility of a “Regional Independent Hotel Network Alliance” in Yunnan

This research ascertained the efficacy of establishing a hotel alliance online strategy, namely, “Regional Independent Hotel Online Alliance (RIHOA)”, for a group of independent hotels in Yunnan province. RIHOA is intended to help these independent hotels to compete with member hotels of Online Travel Agency (OTAs). This research adopted qualitative analysis. In-depth semi-structured interviews were conducted using a sample of 15 key hotel executives selected from a group of independent hotels in Yunnan. Thematic analysis was employed to generate key codes and categories. This research offered qualitative insight for establishing a hotel alliance to make up for the massive gap in capital and technology compared with OTAs and develop an independent online distribution channel to help a group of independent hotels secure market share in Yunnan.