Social exchange theory and online business-to-business (B2B) relational exchanges have been scarcely examined in the hospitality sector. Taking into consideration this research gap and the expansion of online travel agencies (OTAs), this exploratory study aims at examining hoteliers and hotel managers’ perceptions of their negotiated exchanges with Booking.com. Twenty two in-depth interviews were conducted with hoteliers and hotel managers from two Regions of Northern Greece. The results revealed that the informants considered their negotiated exchanges with Booking.com to be characterized by assurance rather than trust and admitted being dependent on it in financial and advertising terms. The hoteliers and hotel managers felt satisfied with their economic exchanges but required stronger social interactions. Additionally, hotel reputation was considered among the most important intangible outcomes of this partnership. Based on these findings relevant managerial implications are provided to improve social exchanges between Booking.com and accommodation providers.

酒店业几乎没有研究社会交换理论和在线企业对企业 (B2B) 关系交换。考虑到这一研究差距和在线旅行社 (OTA) 的扩张，这项探索性研究旨在检查酒店经营者和酒店经理对其与 Booking.com 协商交易的看法。对来自希腊北部两个地区的酒店经营者和酒店经理进行了 22 次深度访谈。结果显示，线人认为他们与 Booking.com 的谈判交易以保证而非信任为特征，并承认在财务和广告方面依赖于它。酒店经营者和酒店经理对他们的经济交流感到满意，但需要更强大的社会互动。此外，酒店声誉被认为是此次合作最重要的无形成果之一。基于这些发现，提供了相关的管理启示，以改善 Booking.com 与住宿供应商之间的社交交流。