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Keywords: Acquisition–transaction utility
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Journal Articles
Heelye (Jason) Park, Eun-Kyong (Cindy) Choi, Hyun-Woo (David) Joung, Fernando Arroyo López, Chanmi Hong
Journal of Hospitality and Tourism Insights 1–18.
Published: 19 May 2026
...Heelye (Jason) Park; Eun-Kyong (Cindy) Choi; Hyun-Woo (David) Joung; Fernando Arroyo López; Chanmi Hong Purpose Hotels use direct-booking incentives to compete with online travel agencies (OTAs). Drawing on acquisition–transaction utility (ATU) theory, cue diagnosticity and dual-process...
