Digital marketing in tourism: why Greek tourists use digital marketing applications like Airbnb

2019 ◽  
Vol 13 (4) ◽  
pp. 473-486 ◽  
Author(s):  
Lambros Tsourgiannis ◽  
Stavros Valsamidis
Keyword(s):  
Sharing Economy ◽  
Peer To Peer ◽  
Demographic Characteristics ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Short Term ◽  
Policy Makers ◽  
Content Type ◽  
Marketing Application ◽  
Tourism Sector

Purpose The purpose of this paper is to explore the attitudes of tourists toward digital marketing applications related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. It aims to identify the factors that make Greek tourists to use these applications and to classify them into groups according to their attitudes toward these websites and to profile each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel. Design/methodology/approach A primary survey was conducted in April 2018 for a random selected sample of Greek tourists. Principal component analysis was conducted to identify the main factors that affect tourists in using digital marketing application related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. Cluster analysis was performed to classify tourists into groups according to their attitudes toward the use of these websites while discriminant analysis was conducted to check cluster predictability. Non-parametric tests, including the chi-square test, were performed to profile each strategic group according to their demographic characteristics and their preferences regarding their holidays/travel. Findings The study classified tourists into three groups, i.e. pioneers, convenience seekers and conscious, according to their attitudes toward the use of such applications. Research limitations/implications The choice for the Greek context of the research is justified by the fact that Greece has suffered from recession in the last decade, but it is also a tourism-friendly country. The empirical results of this pioneer study should trigger further investigation. Although tourists’ behavior towards the adoption of digital marketing application related to peer-to-peer rental services within the sharing economy in the tourism sector might be culturally specific and the results are mainly applicable in the Greek market, they could be generalized in other countries with similar characteristics in both Greece and other parts with similar characteristics. Practical implications Tourists are extremely important both for developers and policy makers in tourism industry. For developers such information is important because the expectation of viable markets will motivate investments. For policy makers, this type of information will help them to respond more adequately through regulation tools and programs. From a practical perspective, the tourism operators may benefit from focusing on their differentiating features and aligning their marketing communication with their tourists’ aspirations by developing, optimizing and customizing their websites according to the needs of the customers and the extension of touristic activities to other sectors of tourism industry. Social implications Visitors who choose Airbnb accommodations spend more days travelling; consequently, the market size of the tourism industry expands from the increase in the number of visitors. Originality/value The originality of the paper derives from the understanding of the tourists’ behavior toward the adoption of digital marketing applications related to peer-to-peer rental services within the sharing economy in the tourism sector. More specifically, it identifies the factors that make Greek tourists to use those applications, classifies them into groups according to their attitudes towards those websites and profiles each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel.

In sharing economy we trust: the effects of host attributes on short-term rental purchases

2017 ◽  
Vol 29 (11) ◽  
pp. 2962-2976 ◽  
Author(s):  
Jiang Wu ◽  
Panhao Ma ◽  
Karen L. Xie
Keyword(s):  
Purchase Intention ◽  
Large Scale ◽  
Practical Importance ◽  
Sharing Economy ◽  
Peer To Peer ◽  
Short Term ◽  
Trust Mechanism ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
And Gender

Purpose Trust has been widely recognized as the crucial factor of consumer purchase intention when shopping on peer-to-peer short-term rental platforms where hosts and renters are strangers. However, the specific attributes of hosts that help build trust with potential renters and drive their purchase of short-term rentals remain unknown. This study aims to explore the effects of host attributes on renter purchases made on Xiaozhu.com, one of the top short-term rental platforms in China, while controlling for short-term rental characteristics. Design/methodology/approach A crawler program was developed by Python to collect the host attributes and their short-term rental characteristics of 935 hosts in Beijing from November 18, 2015 to February 14, 2016. The authors use Poisson regression models to estimate the effects of host attributes on renter reservations. They also conduct a series of robustness checks for the estimated results. Findings The authors found that host attributes such as the time of reservation confirmation, the acceptance rate of renter reservations, the number of listings owned, whether a personal profile page is disclosed and gender of the host significantly affect renter reservations, whereas the response rate of the host does not influence renters when purchasing short-term rentals online. Originality/value This study identifies which host attributes are perceived as trustworthy and affect renters’ purchase decisions, a topic of both theoretical and practical importance but currently less researched. The findings add to emerging literature by providing insights on trust-building in the peer-to-peer economy. Useful suggestions are also provided on strengthening the trust mechanism on short-term rental platforms to facilitate peer-to-peer transactions. Notably, the study is the first attempt to examine the perception of Chinese users toward short-term rentals despite its global prevalence. The analytical insights revealed from large scale but granular online observations data of host attributes and actual renter reservations greatly supplement findings of extant literature using survey and experiment approaches.

scholarly journals Millennials, sharing economy and tourism: the case of Seoul

2018 ◽  
Vol 4 (1) ◽  
pp. 43-56 ◽  
Author(s):  
Monica Bernardi
Keyword(s):  
Participant Observation ◽  
Sharing Economy ◽  
Disruptive Innovation ◽  
Tourism Industry ◽  
Purchasing Power ◽  
Content Type ◽  
Staff Members ◽  
Tourism Sector ◽  
Travel Services ◽  
Online Travel

Purpose The purpose of this paper is to illustrate the “Sharing City, Seoul” (SCS) project in order to highlight the role that Millennials are playing in transforming the tourist market by relying on the tools of the sharing economy. The Korean project, in fact, is promoting and favoring online Millennial enterpreneurship, thus impacting also on the tourism sector. Design/methodology/approach A three-stage methodology – based on in-depth interviews with the “sharing organizations” (SOs) involved in the SCS project, participant observation, and institutional and online materials – has made it possible to comprehend how Millennials are changing the travel and tourism landscape in Seoul through disruptive innovation of the sharing economy, and to propose some broad recommendations for the tourism market. Findings The research, analyzing the SCS project, highlights the increasing purchasing power of Millennials, confirming the importance of adopting a generational perspective to understand needs and tendencies of this generation and orient the tourist market. The SOs interviewed for the research, mainly founded and managed by Millennials, demonstrated to know how to recognize, intercept and satisfy the styles, personalities and requests of tourists, especially Millennials. Thus, Millennials are able to enter in the market not only as users and travelers, but also as entrepreneurs and creators of new online travel services. Research limitations/implications A further analysis should include interviews also with the funders and staff members of the other sharing enterprises that operate in the tourism sector. Moreover, a map of the current state of the sharing enterprises is suggested in order to determine whether or not the number of enterprises with a tourism vocation involved in the project is growing and under which conditions. This map would also be helpful to frame new tendencies in the sharing tourism industry and to monitor the role of Millennials in the market. It would be helpful to compare the Korean case with that of other Asian countries. Originality/value Through the analysis of the Korean case, the research shows that Millennials are massive users of traveler sharing platforms. At the same time they are able to enter the tourist market not only as users and travelers but also as entrepreneurs and creators of new online travel services. The paper offers some broad indications to help in orienting the future tourism market so that it takes account of the growing presence and purchasing power of Millennials.

scholarly journals The impact of the COVID-19 outbreak on Chinese-listed tourism stocks

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Wenmin Wu ◽  
Chien-Chiang Lee ◽  
Wenwu Xing ◽  
Shan-Ju Ho
Keyword(s):  
Stock Returns ◽  
Cultural Differences ◽  
Stock Price ◽  
Negative Impact ◽  
Tourism Industry ◽  
Regression Analyses ◽  
Short Term ◽  
Tourism Sector ◽  
Event Study Method ◽  
The Impact

AbstractThis research explored the effects of the coronavirus disease (COVID-19) outbreak on stock price movements of China’s tourism industry by using an event study method. The results showed that the crisis negatively impacted tourism sector stocks. Further quantile regression analyses supported the non-linear relationship between the government’s responses and stock returns. The results present that the resurgence of the virus in Beijing did bring about a short-term negative impact on the tourism industry. The empirical results can be used for future researchers to conduct a comparative study of cultural differences concerning government responses to the COVID-19.

How the creative mindset affects entrepreneurial success in the tourism sector: the mediating role of innovation capability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Natthawut Yodchai ◽  
Pham Thi Minh Ly ◽  
Lobel Trong Thuy Tran
Keyword(s):  
Tourism Industry ◽  
Innovation Capability ◽  
Entrepreneurial Success ◽  
Content Type ◽  
Analytical Technique ◽  
Mediating Role ◽  
Business Goals ◽  
Tourism Sector ◽  
And Performance

Purpose This study aims to adopt implicit theory (IPT) to develop a creative mindset model and drive entrepreneurial success through innovation capability (IC). Design/methodology/approach Expert interviews were conducted using a questionnaire protocol. This study investigated the effect of the creative mindset on entrepreneurial success through IC, using a partial least squares analytical technique and by interviewing 176 Thai business owners. Findings The creative mindset drove entrepreneurial success through IC. Entrepreneurs possessing a growth mindset reflected and drove success directly or through IC. Although, those with a strong, fixed mindset did not significantly affect entrepreneurial success, they could drive success through IC. Research limitations/implications This study provides further insight into the probable causation of how the creative mindset and IC affect tourism entrepreneurs’ success. Accordingly, this study contributes a framework to help entrepreneurs’ creativity and performance in achieving their business goals. Originality/value Drawing from IPT, this study empirically tests and substantiates the mediating role of IC in the relationship between the creative mindset and entrepreneurial success in the tourism industry. This study can help entrepreneurs increase their managerial effectiveness.

World trends and the state of Portuguese tourism – round table on opportunities for businesses development

2016 ◽  
Vol 8 (6) ◽  
pp. 670-676 ◽  
Author(s):  
Jorge Costa ◽  
Silva Carvalho
Keyword(s):  
Round Table ◽  
Tourism Industry ◽  
Public And Private ◽  
Content Type ◽  
Effective Strategies ◽  
Current State ◽  
Tourism Sector ◽  
Tourism Experience ◽  
Challenges And Opportunities ◽  
Practical Implications

Purpose This paper aims to identify the current state of the Portuguese tourism, its opportunities and challenges based on the conclusions of the International Tourism Forum (ITF)/Worldwide Hospitality and Tourism Themes (WHATT) Round Table attended by representatives of the main public and private entities of the tourism sector in Portugal. Design/methodology/approach This paper presents and discusses the main conclusions resulting from the ITF/WHATT Round Table. The event was organized by the Institute for Tourism Planning and Development, under the theme “Tourism in 2016: from trends to results”. Findings The ITF/WHATT Round Table concluded that the tourism industry worldwide and in Portugal, in particular, is facing major challenges that call for innovative ways of managing the tourism experience. On the other hand, world tourism growth was seen as a reality that will remain, and destinations will have to continue working to achieve better tourists instead of getting more tourists. Practical implications This analysis provides knowledge about the current state of the Portuguese tourism, its challenges and opportunities while identifying innovative ways and likely solutions to improve the experience of tourists visiting Portugal. Originality/value The profiling of the current state of the Portuguese tourism, its opportunities and challenges contributes to the design of more effective strategies to improve the Portuguese tourist offer and the experience of tourists visiting Portugal.

Safari tourism and its role in sustainable poverty eradication in East Africa: the case of Kenya

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shem Wambugu Maingi
Keyword(s):  
East Africa ◽  
Natural Capital ◽  
Tourism Industry ◽  
Poverty Eradication ◽  
Content Type ◽  
Persistent Problem ◽  
Tourism Product ◽  
Tourism Sector ◽  
Indigenous Knowledge Systems ◽  
African Context

Purpose Globally, poverty has been a persistent problem despite decades of unprecedented growth. The purpose of this paper is to deliberate on a sustainable livelihoods and poverty eradication approach in an African context. Design/methodology/approach The paper aims to bridge the gaps in poverty eradication strategies in East Africa by examining recent literature on livelihoods approaches and poverty eradication approaches. Findings Safari tourism is one way of connecting poor communities in Kenya to the tourism industry. The development of community conservancies in Kenya presents yet more opportunities for communities to be integrated with the sector. The Africanization of the tourism sector in Kenya is a priority, as communities embrace tourism and poverty eradication measures. Practical implications There is a need for the Safari tourism sector to integrate the local community’s indigenous knowledge systems, community social capital and the community’s natural capital with tourism product development and diversification. Originality/value The paper draws on applied research and technical analysis of the unique opportunities for enhancing sustainable poverty eradication through the tourism sector in East Africa and, more particularly, a Kenyan context.

Leadership challenges for Indian hospitality industry during COVID-19 pandemic

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Balvinder Shukla ◽  
Tahir Sufi ◽  
Manoj Joshi ◽  
R. Sujatha
Keyword(s):  
Tourism Industry ◽  
Social Implications ◽  
Future Research ◽  
Content Type ◽  
Leadership Challenges ◽  
General Managers ◽  
Special Events ◽  
Tourism Sector ◽  
Study Results

PurposeThe COVID-19 crisis has affected almost all the global sectors. The hotel industry, however, was hit hardest challenging the leadership. This study, therefore, attempts to explore the challenges hospitality leadership in India face to navigate the crisis. The study additionally addresses how leaders manage the expectations of key stakeholders; communicate hard decisions with employees, pursue strategies for revival and explores the role of technology to survive the crisis.Design/methodology/approachThe study adopts a qualitative approach involving structured interviews with 16 senior hospitality leaders consisting of CEO, vice president, general managers, directors, entrepreneur and general managers from various organisations like hotels, restaurant chains, food services and facilities management services. Data were content analysed involving coding techniques.FindingsThe leadership challenges included making customers and employees feel safe, optimising operations, agility and resilience of leaders, maintaining a balance between stakeholders, managing employee stress and ensuring cash reserves. The study found that leaders manage the expectation of various stakeholders by maintaining balance, demonstrating empathy and agility. The hard decisions are communicated with the employees through involvement, empathy and alleviating stress.Research limitations/implicationsThe study contributes by identifying twelve themes from the participants' responses under five major themes-labelled as leadership challenges, managing stakeholders, communicating with the employees, the role of technology and best practices of surviving the crisis. Future research can be conducted on such sub-themes in different countries.Practical implicationsAs the tourism industry in India is recovering after the second wave, the governments along with all stakeholders, must launch special events for promoting the tourism sector. Safety measures like making vaccination certificates for all tourists and employees of the tourism sector should be made mandatory. Further, special certification following the COVID-19 protocol needs to be introduced for hotels and catering establishments. A fund generated from the sector's direct tax contribution needs to be established to support the employees.Social implicationsThe study has several social implications. The study results can unite all industry stakeholders to shape the post-pandemic era through collaboration. Empathetic leadership can take the industry out of chaos by balancing the interests of the various stakeholders of society. The pandemic has proven that we all are vulnerable to risks and challenges; leaders have a vital role in taking proactive steps to ensure that such uncertainties do not cause unprecedented damage.Originality/valueThis study expanded the research on the hospitality leadership challenges in managing crises in the backdrop of the crisis caused by COVID-19 pandemic. The conceptual model, variables, themes and sub-themes utilised are original contributions to the hospitality literature.

Sharing Economy and Sustainability in Tourism

2019 ◽  
pp. 30-47
Author(s):  
Nunzia Borrelli ◽  
Monica Bernardi
Keyword(s):  
South Korea ◽  
Case Studies ◽  
Emerging Market ◽  
Sustainable Tourism ◽  
Sharing Economy ◽  
Peer To Peer ◽  
Tourism Sector ◽  
Sustainability Issue ◽  
The Usa

The chapter focuses on the growing importance that the sustainability issue is gaining in tourism and on the increasing research of sustainable forms of tourism among travelers, looking to the relation with the emerging market of the sharing economy. Three streams of literature are merged: the contemporary tourists, the sustainable tourism and the sharing economy. This triangulation allows reflecting on the challenges that tours operators and in general the traditional tourism sector have to face in order to maintain their position on the market while accomplishing the sustainable goals. The analysis of three case studies, peer-to-peer platforms from South Korea, Italy, and the USA, favors the identification of some preliminary suggestions.

Determinants of rental strategy: short-term vs long-term rental strategy

2020 ◽  
Vol 13 (12) ◽  
pp. 3873-3894
Author(s):  
Sina Shokoohyar ◽  
Ahmad Sobhani ◽  
Anae Sobhani
Keyword(s):  
Nearest Neighbor ◽  
Performance Metrics ◽  
Sharing Economy ◽  
Real Estate Market ◽  
Support Vector ◽  
Attractive Alternative ◽  
K Nearest Neighbor ◽  
Short Term ◽  
Content Type

Purpose Short-term rental option enabled via accommodation sharing platforms is an attractive alternative to conventional long-term rental. The purpose of this study is to compare rental strategies (short-term vs long-term) and explore the main determinants for strategy selection. Design/methodology/approach Using logistic regression, this study predicts the rental strategy with the highest rate of return for a given property in the City of Philadelphia. The modeling result is then compared with the applied machine learning methods, including random forest, k-nearest neighbor, support vector machine, naïve Bayes and neural networks. The best model is finally selected based on different performance metrics that determine the prediction strength of underlying models. Findings By analyzing 2,163 properties, the results show that properties with more bedrooms, closer to the historic attractions, in neighborhoods with lower minority rates and higher nightlife vibe are more likely to have a higher return if they are rented out through short-term rental contract. Additionally, the property location is found out to have a significant impact on the selection of the rental strategy, which emphasizes the widely known term of “location, location, location” in the real estate market. Originality/value The findings of this study contribute to the literature by determining the neighborhood and property characteristics that make a property more suitable for the short-term rental vs the long-term one. This contribution is extremely important as it facilitates differentiating the short-term rentals from the long-term rentals and would help better understanding the supply-side in the sharing economy-based accommodation market.

scholarly journals Operational risks and coping strategies of micro-enterprise in peer-to-peer accommodation service sector: evidences from China

2020 ◽  
Vol 120 (9) ◽  
pp. 1759-1775
Author(s):  
Wanfei Wang ◽  
Chengcheng Su ◽  
Jin Hooi Chan ◽  
Xiaoguang Qi
Keyword(s):  
Coping Strategies ◽  
Service Sector ◽  
Sharing Economy ◽  
Peer To Peer ◽  
Structured Interviews ◽  
Chinese Market ◽  
Content Type ◽  
Operational Risks ◽  
Accommodation Sector ◽  
And Coping

PurposeFocusing on the supply side of peer-to-peer (P2P) accommodation service sector, this study identifies the emerging types of micro-enterprise operators in the growing Chinese market, and investigate their respective operational risks and coping strategies.Design/methodology/approachA qualitative study was adopted to explore the micro-enterprise in peer-to-peer accommodation in China. Twenty semi-structured interviews were conducted to explore the operators' behaviors in the service sector.FindingsBased on the types of property ownership and forms of interaction, four groups of operators were identified, i.e. hospitable sharers, remote sharers, roommates and butlers. This study uncovers their operational risk factors (safety, cost, legal and social, psychological) and respective coping strategies.Originality/valueMost prior studies on P2P accommodation sector are conducted from the demand side about customer behaviors. This study not only enhances the understanding of the hosts in the sharing economy by developing a novel typology of operators, but also provides insights into the operational behaviors on an individual operator perspective.

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