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Article
Publication date: 12 March 2018

Carola Raab, Orie Berezan, Natasa Christodoulidou, Lan Jiang and Stowe Shoemaker

Hoteliers are often frustrated by the significant fees charged for bookings by Online Travel Agents (OTAs), and they try to encourage more direct bookings that circumvent the OTA…

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Abstract

Purpose

Hoteliers are often frustrated by the significant fees charged for bookings by Online Travel Agents (OTAs), and they try to encourage more direct bookings that circumvent the OTA system. However, there are billions of dollars of room revenues generated by OTAs every year; and many companies in other industries sell their products through multiple channels. The purpose of this study is to investigate how hotel revenue managers can collaborate successfully with OTAs.

Design/methodology/approach

Qualitative methods are applied in this study, specifically focus groups and in-person interviews with market managers of a leading OTA. Content analysis is performed, using ATLASti 5, to discover emerging themes and categories from the transcripts.

Findings

This study highlights several OTA value propositions and how hotels can benefit from them. Additionally, the findings of this study reveal that effective two-way communication between OTAs and revenue managers is the key to success. An “optimization loop” is established, which specifies that partnership and collaboration between OTAs and hotels must occur in a circular sequence of communication, engagement, collaboration and strategy.

Research limitations/implications

A major limitation for this study is that interviews were conducted only with market managers, limiting the perspective to that of OTAs.

Originality/value

There is a paucity of research and dialogue discussing productive relationships between OTAs and hotel firms. Through in-depth in-person interviews with a diverse set of market managers from a leading OTA, this study brings to light an array of perspectives of what is required to optimize the OTA/hotelier relationship.

研究目的

酒店经营者常常受到在线旅行社(OTA)收取高额预订费用的困扰。酒店试图鼓励客人直接预订房间,绕过OTA程序。然而,每年OTA贡献仍有数以十亿计美金的订房收入; 其他行业的很多公司采用多渠道销售产品。本论文研究目的在于探索酒店经理人们如何能够成功地与OTA合作。

研究设计/方法/途径

本论文采用定性研究方法,主要以小组讨论和个人访谈的形式,与一家行业领先的OTA市场经理们进行深度访谈。本论文借用ATLASti 5 内容分析工具进行样本分析,总结出主题和分类。

研究结果

本论坛提出了多个OTA价值组成,以及酒店如何从中盈利。此外,本论文还指出了OTA和财务经理的有效双向交流的重要性。其中,需要建立“循环展开”(Optimization Loop),即OTA和酒店之间的合作交流需要建立在循环、有序、通畅、以及战略的基础上。

研究理论限制/意义

本论文一个主要的理论限制就是只采访了OTA的市场经理。

研究原创性/价值

理论上,关于OTA和酒店之间的战略合作的讨论,我们知之甚少。本论文采用与一家行业领先的OTA市场经理们的深入访谈,将这一合作关系进行积极讨论分析,提供一系列优化战略合作的方案和见解。

关键词

在线旅行社(OTA),酒店订房收入,合作关系,Expedia,市场经理,收入优化

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 13 November 2019

Sanjay Nadkarni, Florian Kriechbaumer, Marcus Rothenberger and Natasa Christodoulidou

The purpose of this study is to explore the use of Internet of Things (IoT) in hospitality and examine its relationship with Big Data. Drawing upon theoretical and practical…

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Abstract

Purpose

The purpose of this study is to explore the use of Internet of Things (IoT) in hospitality and examine its relationship with Big Data. Drawing upon theoretical and practical considerations, it lays a foundation for its adoption in practice and future research.

Design/methodology/approach

This paper uses a conceptual approach. It demonstrates the use of IoT and its impact on Big Data in hospitality through exemplars. The paper further explores the convergence of IoT, Big Data and hospitality in the context of the literature, value attributes and vendor offerings. Theoretical models from information systems and business are used to support the concepts proposed.

Findings

The study compiles and contextualizes the applications of IoT in hospitality by applying an input–process–output model, demonstrating the link to Big Data. The resulting value dimensions are represented by the IoT–Big Data triple impact intensity model.

Research limitations/implications

An outlook toward the future trajectory of IoT adoption is provided by proposing to extend the prevalent social, mobile, analytics and cloud framework with an IoT component.

Practical implications

Practical implications of the use of IoT and Big Data in hospitality on information technology infrastructure, business models, security and standardization highlight the scope for further empirical research.

Originality/value

By synthesizing IoT applications in hospitality and by bringing to light their relationship with Big Data, the study demonstrates how IoT, Big Data and hospitality converge – a synthesis that has thus far been largely unexplored. This study lays the groundwork for increased deployment of IoT and Big Data in hospitality and future academic research in this area.

研究目的

本论文开发了酒店管理中的物联网(IoT)的使用, 并且检验了其与大数据的关系。根据其理论和实际考虑, 这方面的科技缺乏应用理论基础和未来研究方向。

研究设计/方法/途径

本论文采用理论讲述的方式, 通过例子来阐述IoT的应用和大数据对于酒店管理的影响。本论文还拓展了IoT、大数据、以及酒店管理在文献范畴、价值属性、以及供应商考量中的认识。本论文借鉴了信息系统和商业管理中的理论模型以支撑提出的理论概念。

研究结果

本论文综合审视了IoT在酒店管理中的应用, 提出了一个输入-处理-输出的模型, 指出了其与大数据的关联。其相关价值维度通过IoT-大数据三重影响强度模型来显示。

研究理论限制/意义

本论文提出了对IoT使用的未来展望, 拓展了著名的SMAC模型(social, mobile, analytics, cloud), 加入了IoT成分。

研究实际意义

本论文对IoT和大数据在酒店IT架构、商业模型、安保和标准化等方面的使用, 强调了其未来应用研究的方向。

研究原创性/价值

本论文通过酒店管理中的IoT应用综述, 以及其与大数据分析的关联, 展示了IoT、大数据、酒店覆盖等概念如何融合, 这方面的研究还未真正被开发。本论文对于酒店领域中的IoT和大数据应用以及相关领域的未来研究, 有着奠基作用。

Details

Journal of Hospitality and Tourism Technology, vol. 11 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 19 June 2019

Jiyeon Jeon, Myongjee Yoo and Natasa Christodoulidou

The purpose of this study is to explore the impact of Wi-Fi service on the millennial generation’s loyalty to restaurants. Additionally, this study examines the impact of Wi-Fi…

Abstract

Purpose

The purpose of this study is to explore the impact of Wi-Fi service on the millennial generation’s loyalty to restaurants. Additionally, this study examines the impact of Wi-Fi service on three different types of restaurants (coffee shops, fast-food restaurants and casual dining restaurants). Furthermore, this study examines the similarities and differences that exist cross-culturally between Americans and Koreans.

Design/methodology/approach

A total number of 480 questionnaires were collected to empirically test the study model. A factor analysis that used a principal components analysis with varimax rotation was performed to condense the loyalty items into a few underlying constructs, and the Cronbach’s alpha was checked to test for reliability. A multiple regression analysis and t-test were performed to test the study hypotheses.

Findings

The results show that Wi-Fi service has a significant impact on millennials’ loyalty behavior on all three types of restaurants in this study. However, the differences between Americans and Koreans on how they perceive the Wi-Fi services turned out to be significant only for coffee shops.

Research limitations/implications

The authors used a non-probability convenience sampling method for data collection. The findings cannot be generalized to other types of restaurants, such as fine dining and luxury restaurants. Although the results indicate a positive relation between Wi-Fi usage and a customer’s loyalty, loyalty is a multifaceted concept where a variety of factors, such as frequency or convenience can have an impact.

Practical implications

The findings should encourage marketers in the restaurant industry to use Wi-Fi as a value-added service for their customers.

Originality/value

There are limited studies on how significant Wi-Fi service is for the hospitality industry, and in particular, for restaurants. This study builds on the scholarship of Cobanoglu et al. (2012) on the value of the customer loyalty by providing new insights into customers’ views on Wi-Fi service in the restaurant industry.

论Wi-Fi服务对millennials饭店顾客的影响

摘要

研究目的 –本论文旨在探索Wi-Fi服务如何影响Millennial顾客的饭店忠诚度。此外, 本论文还研究了三种不同类型饭店的Wi-Fi服务(咖啡店、快餐店、以及休闲美食饭店Casual Dining)。本论文还比较美国人和韩国人在饮食跨文化上面的相似与差异。

研究设计/方法/途径

研究样本为480份实际消费问卷。本论文采用因子分析法中的主成分分析和最大方差旋转方式来缩减忠诚度量表题项。本论文采用Cronbach’s alpha来检测量表可靠性, 采用多元回归分析和t-test来验证研究假设。

研究结果

研究结果表明Wi-Fi服务对Millennial顾客忠诚行为在三种类型饭店中都具有显著影响。然而, 美国顾客和韩国顾客对Wi-Fi服务的差异只有在咖啡店方面有显著不同。

研究原创性/价值

酒店行业中关于Wi-Fi服务影响的文章少之又少。本论文建立在Cobanoglu et al. (2012)研究基础上, 进一步对顾客忠诚度价值进行分析, 为饭店业Wi-Fi服务的顾客见解方面研究做出突出贡献。

关键词

跨文化 顾客忠诚度 饭店业 Millennials Wi-Fi

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 5 October 2010

Natasa Christodoulidou, Daniel J. Connolly and Pearl Brewer

The purpose of this paper was to explore the ways travel intermediaries (online travel agencies (OTAs) and travel meta sites) used throughout the distribution value chain engaged…

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Abstract

Purpose

The purpose of this paper was to explore the ways travel intermediaries (online travel agencies (OTAs) and travel meta sites) used throughout the distribution value chain engaged in relationships with travel suppliers.

Design/methodology/approach

The multiple‐case study approach is suitable in examining contemporary events in their natural context. A commonly reported strength of the case study approach in that a variety of evidence can be used to investigate the subject matter. The data evidence gathered for this paper came from field study interviews and document analysis.

Findings

The results show that the relationship structure has an impact on the type of contractual agreement OTAs and meta sites have with travel suppliers and with each other.

Practical implications

These results can be used by top‐level executives involved in online travel as they research and test how to best craft their relationship and formal or informal agreements with their suppliers, affiliates, and other entities with which they choose to work.

Social implications

Partnerships between travel suppliers and meta search engines could threaten travel agencies and allow travel suppliers a viable means to bypass agencies all together and maintain more control in both the transaction, the relationship building process with customers, and, ultimately, ownership of customers.

Originality/value

Based upon the current state, it is clear that the distribution landscape is in state of flux. Travel meta search engines are gaining traction, both in terms of market share and financial backing. Kayak's recent acquisition of SideStep helps to provide strength to Kayak and will likely be the catalyst for other mergers in due time. All of the major players are jockeying for position. There will likely be consolidation and more new entrants. To remain relevant, one must actively monitor this space, continue to keep abreast of developments as they unfold, and innovate. Most importantly, one must provide unmatched value to win customer loyalty and gain market share.

Details

International Journal of Contemporary Hospitality Management, vol. 22 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 11 March 2014

Thomas J. Norman, Natasa Christodoulidou and Marcus Rothenberger

Human resource technologies in the hospitality industry are a means by which an organization can gain competitive advantage technologically. The technology-oriented human capital…

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Abstract

Purpose

Human resource technologies in the hospitality industry are a means by which an organization can gain competitive advantage technologically. The technology-oriented human capital embedded in an organization's human resources is a source of sustainable competitive advantage in an industry that is heavily dependent on people and makes it unique and inimitable. This study uses data collected on 34 different practices to provide a snapshot of current practices in the hospitality sector, which can be used to benchmark individual technology operations against the current norms. The paper aims to discuss these issues.

Design/methodology/approach

This paper uses survey data collected from dozens of managers working in the hospitality sector on the level of outsourcing of 34 different HRM practices to provide a snapshot of current practices in the hospitality sector.

Findings

Starting with the theoretical predictions of total cost of ownership and transaction cost analysis, multiple regression models are used to test whether or not human resource outsourcing (HRO) technology-related activities in hospitality are associated with negative outcomes, such as higher voluntary turnover of good employees.

Research limitations/implications

This is one of the first articles to explore HRO technology in the hospitality sector and the findings suggest that what an organization outsources matters.

Practical implications

These results can be used by hospitality managers to benchmark their operations against the current HRO technology norms.

Originality/value

It is expected that the type of HR technology-related activities outsourced in hospitality will affect how employees and employers view and react to HRO in hospitality.

Details

Journal of Hospitality and Tourism Technology, vol. 5 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 22 March 2011

Melissa St James and Natasa Christodoulidou

The purpose of this paper is to further examine factors influencing the intention to drink wine. Building on studies conducted among British and Australian wine drinkers, this…

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Abstract

Purpose

The purpose of this paper is to further examine factors influencing the intention to drink wine. Building on studies conducted among British and Australian wine drinkers, this study was undertaken among Southern California wine drinkers in an effort to provide cross‐cultural comparison of wine consumption motivations and intentions.

Design/methodology/approach

Using a two‐step methodology (including qualitative interviews and surveys), the influence of both attitudes and subjective norms on the intention to drink wine is examined.

Findings

This current research shows a significant influence of the perceived health benefits of wine consumption among Southern California wine drinkers.

Research limitations/implications

This study is limited to Southern California wine consumers and may lack generalizability. Future research endeavors should focus on expanding the study to include a wider population within the USA and include analysis of additional variables such as gender, ethnicity, amount and type of wine consumed, and others, as related to the intention to drink wine.

Practical implications

By further refining the target consumer group most likely to respond to a marketing message revolving around perceived health benefits, marketers can precisely craft appropriate and effective campaigns. Responsibly touting the health benefits of moderate wine consumption, within the US Tax and Trade Bureau's guidelines, to Southern California wine drinkers could be an effective marketing technique.

Originality/value

The paper's most important finding is the emergence of the perceived health benefits of wine consumption as being influential on the intention to drink wine.

Details

International Journal of Wine Business Research, vol. 23 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 5 August 2014

Florian Kriechbaumer and Natasa Christodoulidou

The purpose of this paper is to provide an overview of the literature on how quality factors impact website implementation for small and medium-sized hospitality enterprises…

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Abstract

Purpose

The purpose of this paper is to provide an overview of the literature on how quality factors impact website implementation for small and medium-sized hospitality enterprises (SMEs). Its objective is to define and explain the relevance of these factors and synthesize them in the context of a digital space roadmap for Dubai’s Vision 2020, as well as to identify potential routes to assist SME practitioners in implementation.

Design/methodology/approach

Analyses literature on website implementation in the hospitality industry in relation to relevant themes, drawing from a range of journals and relevant industry sources. A link to trends for the future is established to illustrate the groundwork for website implementation factors and the digital roadmap. Practitioner input on the review is presented to augment the findings.

Findings

The relevant aspects of SME website implementation and associated challenges are defined. Various quality-related factors such as website access, content, function and design should not be ignored by practitioners. It is suggested that these factors retain their relevance in the context of current trends, such as social, local and mobile communications. There is a need for academia and government bodies to provide comprehensive guidance to industry executives.

Practical implications

Executives in the SME domain need to ensure that they take into consideration the factors pertaining to effective website implementation presented in the study, as they will likely positively influence their ability to extend their digital strategy into the future.

Originality/value

This manuscript provides a practically oriented and engaging overview of SME website implementation factors for a wide audience and links them to newly emerging digital marketing concepts, thus attempting to fill a gap in the literature.

Details

Worldwide Hospitality and Tourism Themes, vol. 6 no. 4
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 1 February 2016

Orie Berezan, Michelle Yoo and Natasa Christodoulidou

– The purpose of this study is to evaluate the impact of communication channels on communication style and information quality as perceived by loyalty program members.

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Abstract

Purpose

The purpose of this study is to evaluate the impact of communication channels on communication style and information quality as perceived by loyalty program members.

Design/methodology/approach

An online survey was utilized to collect data, and multivariate analysis of variance was used to test the study hypothesis.

Findings

Study results indicated that the choice of a communication channel has a significant impact on the perceived communication style and information quality.

Research limitations/implications

The use of an online survey restricted the ability to generalize findings beyond those that use the internet. Replicating this study in other areas where customers seek information outside of loyalty programs would provide valuable insight into the impact of communication channels on communication style and perceived quality of communication.

Practical implications

Communication style and information quality have been shown to impact customer loyalty. The results of this study indicate that the type of communication channel used impacts style and information quality, and thereby loyalty.

Social implications

Executives should use these research findings as a guide to how they should structure and maintain relationships with their loyalty members.

Originality/value

This manuscript provides executives with a taxonomy of the tools and channels available for communicating information to loyalty program members.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 26 April 2011

Kelly Virginia Phelan, Natasa Christodoulidou, Cary C. Countryman and Leonard J. Kistner

This study aims to examine web site heuristics and their influence on the likelihood to purchase.

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Abstract

Purpose

This study aims to examine web site heuristics and their influence on the likelihood to purchase.

Design/methodology/approach

A convenience sample of 28 participants was assigned a list of 30 hotel web sites to evaluate according to predetermined criteria and open‐ended questions.

Findings

Results indicated that booking decisions are positively related to a web site's aesthetic appeal. The study found the presence of photographs on a hotel web site was the most significant factor impacting site appeal and influencing the booking decision. Other features affecting purchase decisions included ease of use, color, link availability, lack of web site clutter, and sites unique in appearance.

Research limitations/implications

Research limitations included the size and composition of the sample. Respondents were college students, thus they represented a younger demographic and one which may be more tech‐savvy than other age groups. Also, the hotel web sites which were evaluated were located in one popular US tourist destination, meaning generalization to a larger population or to another industry may be limited.

Practical implications

Results showed four variables; pictures, ease of use, neat/uncluttered and plain/boring; were most significant on both site appeal and site influence. Practitioners would be well served to improve these web site elements to better accommodate customers and realize the greatest return on investment.

Originality/value

The paper investigates heuristics of hotel web sites. Findings identified areas for improvement by practitioners as well as areas for future research.

Details

Journal of Services Marketing, vol. 25 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 15 March 2013

Jungsun (Sunny) Kim, Natasa Christodoulidou and Yunjeong (Clara) Choo

This study aims to explore: the impact of customers' previous experience on their likelihood of using kiosks at quick service restaurants (QSRs); a mediating role of customer…

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Abstract

Purpose

This study aims to explore: the impact of customers' previous experience on their likelihood of using kiosks at quick service restaurants (QSRs); a mediating role of customer readiness (i.e. role clarity, ability, extrinsic motivation, intrinsic motivation) between customers' previous experience and their likelihood of using kiosks; and a moderating effect of gender in the relationships among customers' previous experience, readiness, and likelihood of using kiosks.

Design/methodology/approach

A total of 614 complete responses were obtained through an online survey. Structural equation modeling was developed and tested.

Findings

The results demonstrated that extrinsic motivation in using SSTs directly influenced the likelihood of using kiosks, and previous experience with SSTs indirectly influenced the likelihood of using kiosks through customer readiness in both male and female groups. This study also revealed that both male and female respondents who perceived their roles in using SST more clearly were more likely to use kiosks at QSRs. However, their perceived ability and levels of intrinsic motivations did not significantly influence the likelihood of using kiosks in both groups. Overall, gender did not play a significant moderating role in the relationships among experience, readiness, and likelihood of using kiosks at QSR.

Originality/value

Since very few studies have investigated the kiosks adoption at QSR settings, the findings and suggestions from this study will provide practical insight for QSR operators. Future research could attempt to draw a comprehensive kiosk acceptance model by incorporating the current study's framework with other demographic variables or other antecedent variables.

Details

Journal of Hospitality and Tourism Technology, vol. 4 no. 1
Type: Research Article
ISSN: 1757-9880

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