With the aim of enhancing their online reputation, several hospitality businesses have started soliciting their guests to write online reviews. Available studies have not yet evaluated the effects of this strategy. To fill this knowledge... more
With the aim of enhancing their online reputation, several hospitality businesses have started soliciting their guests to write online reviews. Available studies have not yet evaluated the effects of this strategy. To fill this knowledge gap, this study draws on the Theory of Psychological Reactance and investigates guests' attitudinal and behavioral reactions to received solicitations. Evidence collected from a sample of Italian travelers indicates that soliciting reviews has both benefits and drawbacks: it increases the number of reviews for the business, but it also irritates a significant share of guests. Particularly high levels of irritation arise when a business explicitly asks its guests to write positive reviews. The implications of these findings for the reputation management strategy of hospitality businesses are discussed.
Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new... more
Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers).
Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data.
Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality.
Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered.
Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing.
Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.
Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new... more
Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers). Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data. Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality. Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered. Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing. Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.
Abstract: The world is transforming towards a new era-the networked economy. India has emerged as the fastest growing and fourth largest IT market in Asia Pacific. Information and communication technology plays a major role in hotel... more
Abstract: The world is transforming towards a new era-the networked economy. India has emerged as the fastest growing and fourth largest IT market in Asia Pacific. Information and communication technology plays a major role in hotel industry. Hotels largely utilize technology for accurate guest reservation, billing, and guest comfort and convenience. In lodging section many guest demand high speed internet connection in their room and faster check-in & check-out services. In the restaurant business technology is used to provide more efficient way to process food orders and service using different POS (Point of Sale) systems. AMADEUS is very popular information and reservation Systems founded in the year 1987 by air line companies: Air France, Lufthansa. AMADEUS now provides information and reservation facilities about accommodation in various world class hotels. Commuters use various softwares such as FIDELIO and SHAWMANN for the processing and storage of various important guest data regarding reservation. Hospitality Industry Technology involves management system such as the PMS (Property Management System). This system is used to help employee complete many tasks within a short period of time. The significance of Hospitality Information System is to provide variety of services to guest that make the customer experience more enjoyable by making it quicker & more efficient with fewer errors.
Key Words: Central Reservation System (CRS), POS System, Personal Digital Assistant (PDA), Property Management System (PMS)
Medical tourism is currently an US $20 billion market and expected to grow US $100 billion by the year 2012. These estimations indicate a strong potential for growth in the future. In order to understand this potential many developing... more
Medical tourism is currently an US $20 billion market and expected to grow US $100 billion by the year 2012. These estimations indicate a strong potential for growth in the future. In order to understand this potential many developing countries including North Cyprus started promoting medical tourism. Since North Cyprus is relatively new on the map of medical tourism destinations, the country needs to strategically position itself in the medical tourism market by recognizing its strengths and overcoming its weaknesses. The ...
Hospitality Industry is booming like never before. The academic literature available related to this industry mainly deals with the technical and operational aspects only. Especially in India; there is no discussion in the literature on... more
Hospitality Industry is booming like never before. The academic literature available related to this industry mainly deals with the technical and operational aspects only. Especially in India; there is no discussion in the literature on the strategic management aspects of this Industry. This article shall discuss the expansion of Industry and need of the strategic management principles after second world and the developments that have taken place since then. The aim of this article is to study the extent to which the strategic management principles are used by Hospitality Industry and to discuss the structure of this industry. Also, this article aims at discussing the globalization of the Hospitality Industry and modes of entry of Hospitality companies in the International markets. This article shall use the existing strategic management literature, the research already done in the area and the corporate communication of the top hospitality companies to meet its objectives.
Medical tourism is currently an US $20 billion market and expected to grow US $100 billion by the year 2012. These estimations indicate a strong potential for growth in the future. In order to understand this potential many developing... more
Medical tourism is currently an US $20 billion market and expected to grow US $100 billion by the year 2012. These estimations indicate a strong potential for growth in the future. In order to understand this potential many developing countries including North Cyprus started promoting medical tourism. Since North Cyprus is relatively new on the map of medical tourism destinations, the country needs to strategically position itself in the medical tourism market by recognizing its strengths and overcoming its weaknesses. The ...
