Given the increasing importance of electronic word-of-mouth (eWOM) in the global tourism market, the purpose of the study was to estimate weights customers assign to main attributes of tourist accommodations embodied in easily observed eWOM numerical ratings and subsequently to determine segments of customers with homogenous preferences. To this goal, the preferences tourists attach to price and seven other accommodation attributes rated by Internet users on Booking.com were revealed with the analytical hierarchy process (AHP). Next, a two-stage clustering procedure based on these preferences was undertaken followed by profiling of the clusters in terms of their socio-demographics and travel characteristics. The results show that even if the ranking of the attributes is roughly the same for all the segments (with cleanliness, value for money, and location always in top four), all eight attributes effectively segment tourists into three clusters: “quality-seekers” (45% of the market), “bargain-seekers” (35%), and “cleanliness-seekers” (20%). The segments differ in terms of tourists’ income and expenditures, type of accommodation, actual payer for accommodation, and trip purpose. In contrast, socio-demographics, and most tourists stay variables are alike across the segments. The proposed method of benefit segmentation provides a new perspective for an exploitation of eWOM data by accommodation providers in their marketing strategy.
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Internet and related technologies have revolutionized the distribution process in the accommodation sector, giving priority to big, online intermediaries, often at the expense of the direct booking channels of small and medium independent hotels. In order to regain their independency and flexibility in distribution strategy, hotel managers need to learn more about the profiles of contemporary online bookers visiting their region. This paper aims to contribute to the understanding of similarities and differences between consumers choosing among various online distribution channels for their tourist accommodations, and therefore help accommodation providers better manage their distribution and marketing strategies. The study is based on primary data that were collected among tourists in Cracow using a convenience sampling. The collected data was sorted, grouped and analyzed using basic statistical tools. The analysis led to determination of the size, as well as socio-demographic, and consumption features of four groups of tourists according to the online accommodation channel they used: booking.com, airbnb.com, other online channels, or online directly. The findings confirm the important role played by OTAs in the distribution of accommodation services, whereas the rate of direct online bookings recorded was lower than expected. Given the predominance of Booking.com in the market, its clients represent the typical customer in Cracow. Nevertheless, some differences among the four groups are observed in terms of age, travel party composition, first vs. repeat visitors, country of residence, length of stay, daily accommodation expenditure, and type of accommodation.
Research question: The goal of this research is to determine patterns and evolution of relative technical efficiency, as well as its role in changes of total factor productivity of the public spending on sports in EU member countries. Research methods: An input-oriented, variable returns to scale model of data envelopment analysis and Malmquist productivity index are applied. They involve two outputs (mass participation in sport and elite sport successes), and two inputs (public and households' spending on sports). Results and Findings: The technical efficiency across EU countries shows a clear heterogeneity and volatility. Aside from six to seven efficient countries in each time period, other countries register a continuum of inefficiency scores, down to 0.08-0.20, which is indicative of important potential savings in public spending. From a time perspective, five patterns of efficiency and productivity evolution are identified. The common phenomenon is a deterioration of production possibilities which is not offset by rising managerial efficiency. Implications: The study contributes to the comparative research of sport systems in Europe. Its results may enable peer learning and inform future initiatives, both at the national level and in the framework of the emerging European sport policy. In particular, the study indicates benchmark countries for each inefficient country, which is an interesting start for further qualitative exploration for both researchers and policy makers.
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