The purpose of this article is to evaluate the economic results of the independent hotels in comparison with the chain hotels as well as to propose suggestions for the viability of the lodging industry. The survey took place in Greece concerning the period 2008-2011 and it was conducted via on-line questionnaires among 165 hotel units. The average means of efficiency and profitability indicators of the sampled hotels are benchmarked and the data of 2009 are utilized to further compare their ratios by using ratio analysis. Furthermore, ANOVA test is used to conduct mean difference analysis in order to identify the differences among the means along with their associated variables between independent and chain hotels. The main findings of the survey show that, generally, the independent hotels tend to be more profitable than chain hotels. The sector's good practices that have been identified through this study are highlighted as suggestions for the viability of the lodging industry both in Greece and worldwide. Based on the findings of the survey, investors and hotel operators may have a clearer picture of whether it is preferable to invest their funds in the development of an independent hotel or they should turn to chain ownership.
Purpose
– The purpose of this paper is to take a holistic view of the body of knowledge of the second wave of Chinese outbound tourists so as to develop a strategic framework towards positioning Greece in the China outbound tourism market.
Design/methodology/approach
– The survey adopted a perspective from knowledge management, investigating a deeper understanding of the knowledge about, from and for the Chinese tourists, and Greece was taken as a case study. An online survey with quantitative aspects was conducted from October 2013 to January 2014.
Findings
– The knowledge about the Chinese tourists depicts a young, well-educated segment with a predominance of female and western China residents. The knowledge from the Chinese tourists reveals that they prefer: visiting islands and heritage sites; safety while travelling; a faster visa process; a direct flight between China and Greece; and making a trip combined with other Schengen countries. The knowledge for the Chinese tourists indicates that purchasing tourism products/services online provides better price, is enjoyable, convenient and time-saving; and the top five digital platforms often used are Ctrip, Qunar, QQ, Weibo and WeChat, which could be effective tools for the promotion of Greek tourism in China.
Originality/value
– This research offers a first step to investigate the knowledge of Chinese tourists for the destination of Greece. The findings help to propose a strategic knowledge framework for the Greek tourism authorities so that Greece can become a more active player in the Chinese outbound tourism market.
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