Cooperation mode selection and pricing between hotel and OTA considering consumer preference under dual-channel supply chain

In the context of the tourism supply chain, based on the different cooperation mode in the dual channel marketing strategy between the hotel and the online travel agency (OTA): commission mode and merchant mode, the choice of cooperation mode and pricing between hotel and OTA was studied. There is a Stackelberg game between the hotel and the OTA. The hotel as a tourism provider occupies a dominant position in the game, OTA as a follower is required to decide sales effort.