Abstract

The purpose of this study is to explore how online travel booking firms using multi-sided platform (MSP) business models select their market entry forms using the affecting factors of foreign market entry as a conceptual framework. The utilization of a multiple-case study is employed to conduct a comprehensive analysis and to investigate the patterns and behaviors exhibited among the various cases. Data from five online travel booking companies using MSP business models, including company portfolios, business plans, company websites, and online archives, were gathered and analyzed to ensure cross-validation and triangulation. Through examination of the data from the study, five themes could be identified to answer the research question. The findings suggest that online travel booking firms using MSP business models: 1) Gain access to foreign markets primarily through the utilization of export modes. 2) Employ hierarchical modes for the first internationalization. 3) Use intermediate modes whenever local regulations necessitate their implementation. 4) Adopt hierarchical modes when the target country holds the top position as the most preferred destination from the home market or when the home country ranks as the number one choice for visitors from the target market. The findings of this study will contribute to the expansion of the knowledge of online travel booking firms using MSP business models. Furthermore, it will also provide practical resources to founders, executives, and entrepreneurs to understand how companies with MSP business models select their market entry forms in the online travel booking sector.

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