Managing service innovations at online travel agencies: evidence from China

Purpose: Research on service innovation management of online travel agencies (OTAs) remains relatively scarce. This study aims to illuminate the detailed components of managing service innovations at OTAs. Design/methodology/approach: An in-depth case study is conducted at Trip, the largest OTA in China. A coherent framework of managing service innovations at OTAs is proposed through refining an existing framework from new service development (NSD), and concerning the success factors of service innovation. Based on theoretical synthesis and empirical analysis, the NSD framework is adapted, restructured and refined for service innovation management at OTAs. Findings: The proposed framework contains three facets and associated managerial elements: (1) resources, including stakeholders, technologies and systems; (2) contexts, including innovation strategy, structure and culture; and (3) ideation, including idea generation and idea application. Different success factors are attached to the managerial elements. The facets, managerial elements and success factors serve as the components in the framework. Research limitations/implications: This study provides academia with an analytical framework to understand and interpret service innovation management at OTAs, which can be used as a point of departure for future research. Practical implications: The analytical framework inspires OTA managers to adopt a structured approach in service innovation management, and policymakers to design related interventions. Originality/value: This study offers a first step toward the investigation of service innovation management at OTAs, specifically in China. The proposed framework is potentially applicable to other industries.