Critical success factors for virtual hotel operator partnership with small- and medium-sized hotels: perspectives of owners and operators

Abstract

PurposeThis paper identifies the critical success factors (CSFs) of virtual hotel operator (VHO) in using hotel management system partnerships with small- and medium-sized hotels (SMSHs).Design/methodology/approachThis study uses a qualitative approach, with 25 semi-structured interviews with hotel owners and VHO management. Thematic analysis is used to determine themes to evaluate hotel owners and operators' perceptions.FindingsCSFs for VHO partnership with SMSHs include marketing and promotion strategies, client relationships, training and human resources development, hotel operation management, innovation strategies, capital expenditures and property management systems (PMSs). VHOs also have a symbolic impact on the mutualistic relationship with SMSHs by increasing service and enhancing product competitiveness and profitability.Research limitations/implicationsFindings are beneficial for VHO in determining the most significant CSFs, thereby establishing additional metrics in business performance and increasing resilience in the accommodation sector. Further studies can measure the digital technology factors from VHO, including PMSs and mobile applications.Originality/valueThis study first identifies CSFs for VHO companies from the perspectives of hotel owners and management. This contribution adds to the literature on CSFs in the context of digital technology implementation in SMSHs. Moreover, implications are beneficial for VHO management in determining the most significant CSFs for companies to measure the business performance of the companies and increase resilience in the accommodation sector.

Guest editorial: Marketing via smart technologies in hospitality and tourism

“…Putra and Law (2024) examine the critical success factors of a virtual hotel operator in establishing hotel management system partnerships with small- and medium-sized hotels. Adopting a qualitative approach, 25 semi-structured interviews were conducted with hotel owners and virtual hotel operator management.…”

Development of a Scale to Measure Children's Educational Mobile Application Usage for Foreign Language

“…The lack of standardized and rigorously tested scales can lead to consistent and reliable results, hindering the accurate assessment of user satisfaction. Putra and Law (2023) further stressed the importance of explicitly developing and validating scales tailored for mobile applications. They argued that generic scales, commonly used in other contexts, may need to fully capture the nuances and intricacies of mobile app user experiences, potentially leading to misleading conclusions and recommendations.…”

“…No valid and reliable success test covers all applications. While various scales are mentioned, there is a need for standardized scales exclusively developed for mobile applications to ensure consistency and comparability across different studies (Putra & Law, 2023).…”

Value network partners' perception of co-creation and its impact on their satisfaction

“…The tourism industry thrives on creating services and experiential value for customers. Tourism managers are in the constant pursuit of devising strategies to meet customer expectations (Mohammadi et al, 2020;Putra and Law, 2023). Tourism firms (referred to as "focal firms") also collaborate with various value network partners (VNPs) to establish value, deliver quality service and sustain their business (Carvalho and Alves, 2023;Huo et al, 2022).…”