The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb

Kwok, Linchi; Tang, Yingying; Yu, Bei

doi:10.1016/j.ijhm.2020.102616

Cited by 67 publications

(57 citation statements)

References 49 publications

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“…Based on the indicators of hereditary rubber sap extraction process from the added value dimension, hereditary extraction could improve the marketing mix strategy to support added value and increase customer value. Kwok, Tang, and Yu (2020) suggest that marketing mix is a dominant factor in identifying market developments and trends, and was the main tool in achieving the company's business goals. Marketing activities consisted of elements of the marketing mix that reflected customer expectations and involved all factors used by companies to affect consumer perceptions of their products and services.…”

Section: Direct Effect Of Marketing MIX Strategy On Customer Valuementioning

confidence: 99%

Market-Based Strategy to Anticipate Covid-19 Pandemic in Smallholder Rubber Plantations in Riau Province, Indonesia

Khaswarina

Sucherly

Kaltum

et al. 2021

5005

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The coronavirus pandemic had disrupted almost all businesses in various sectors, one of which is the plantation sector. Smallholder rubber plantations in Riau Province, Indonesia have faced the very tough challenges of the coronavirus pandemic. Efforts that could be made were marketing rubber products by implementing market-based strategies, namely market strategy, marketing mix strategy, customer value and marketing performance. This study aimed to analyze the effects of market strategy, marketing mix strategy, and customer value on marketing performance in smallholder rubber plantations in Riau Province during the Covid-19 pandemic. Data collection was carried out using 45 respondents as heads of smallholder rubber plantation farmer groups in Riau Province. Data analysis used structural equation modeling-partial least square (SEM-PLS). The results show that market strategy and marketing mix strategy had a significant direct effect on customer value. Customer value had a significant direct effect on the marketing performance of smallholder rubber plantation farmer groups in Riau, while the market and marketing mix strategies had an indirect effect.

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Section: Direct Effect Of Marketing MIX Strategy On Customer Valuementioning

confidence: 99%

Market-Based Strategy to Anticipate Covid-19 Pandemic in Smallholder Rubber Plantations in Riau Province, Indonesia

Khaswarina

Sucherly

Kaltum

et al. 2021

5005

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“…Marketing mix in the hotel sector Although it represents one of the earliest frameworks that emerged in the marketing literature (Borden, 1964), the study of marketing mix activities continues to be of interest in the broad marketing discipline (see Blut et al, 2018;Datta et al, 2017), as well as specifically in the hospitality field (see Kim and Kim, 2018;Kwok et al, 2020). For simplicity and pedagogical purposes, the marketing mix elements were initially categorized into what is known in the academic literature as the 4 P's: product, place (distribution), price and promotion (communications).…”

Section: Literature and Backgroundmentioning

confidence: 99%

Hotels' marketing mix responses at insecurity-stricken destinations: a study in the US–Mexico border

Cruz-Milán

2021

IHR

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PurposeThe purpose of this paper is to investigate specific marketing mix activities and influencing factors in hotels coping with falling room demand derived from drug cartel-related risk and insecurity.Design/methodology/approachA case study research was carried out using semistructured interviews with key informants (hotel managers) in two neighboring destinations at the US–Mexico border, an area where criminal organizations' drug trafficking-related violence has impacted the hospitality industry.FindingsThe research identifies factors that are internal (market segment diversification, type of ownership, magnitude of investments) and external (tourism promotion organizations, media coverage, tourist flow volume) to the firms as they affect their marketing mix implementation.Research limitations/implicationsThe research developed a framework to better understand the use of marketing mix practices and influencing factors in criminal insecurity contexts, which could be further studied in other risk and conflict scenarios.Practical implicationsThe pricing and communication tactics are employed more intensively, while product-service and distribution channel actions are used to a lesser extent. Greater emphasis should be placed on product-service, distribution and market segment diversification.Social implicationsConsidering the positive impacts that tourism and hospitality businesses have on local communities, it is recommended that the hotel sector works together with government and industry associations to improve the safety and security at tourism destinations.Originality/valueThe research extends the extant knowledge in hospitality crisis management by investigating the full marketing mix tactics in hotels at destinations stricken by cartel-related organized crime, an understudied context in the literature.

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“…C 6 -Marketing strategy. Marketing capabilities can be assessed as a combination of a marketing plan, the customer relationship, psychological consumption and marketing mix strategies, advertising, promotional activities, matching of goods, interaction with customers, an understanding of consumerism, and an understanding of channels [67]. In a time such as this, an appropriate marketing consortium strategy may enhance the marketing productivities and competition of a firm [28,68].…”

Section: Evaluated Influential Criteria and Framework Of The Evaluation Modelmentioning

confidence: 99%

Prediction of Knowledge Management for Success of Franchise Hospitality in a Post-Pandemic Economy

et al. 2020

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Due to its unpredictability, the novel coronavirus (COVID-19) pandemic has changed the global business climate and commercial management practices in unprecedented ways. As a direct result of the pandemic, the hospitality and tourism sectors have shut down, and business failure rates have occurred exponentially. The franchise hospitality industry has experienced significant impact and challenged a basic understanding of knowledge management (KM) implementation in the face of the COVID-19 outbreak. A strategic KM implementation practice can not only guide a large-scale operation, but also adjust an organization’s performance and competitiveness. The purpose of this study is to examine the influential criteria of success through effective KM implementation and to predict the probability of successful KM in a post-pandemic era. The conceptual framework for KM applies an analytic hierarchical prediction model reliant upon consistent fuzzy preference relations to assist the franchise hospitality sector’s consciousness of the influential criteria. An empirical case study is used to apply pairwise comparisons used to determine the priority weights and two possible outcomes. The case study will assist franchise organizations to analyze whether or not to implement KM, interdict application, or adopt revised actions. This assistance will enhance the success possibility of KM implementation within such a crisis environment. This study uses a case setting by assessing 15 franchises hospitality experts’ opinions in Taiwan relevant to KM implementation.

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The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb

Abstract: Graphical abstract

Cited by 67 publications

References 49 publications

Market-Based Strategy to Anticipate Covid-19 Pandemic in Smallholder Rubber Plantations in Riau Province, Indonesia

Market-Based Strategy to Anticipate Covid-19 Pandemic in Smallholder Rubber Plantations in Riau Province, Indonesia

Hotels' marketing mix responses at insecurity-stricken destinations: a study in the US–Mexico border

Prediction of Knowledge Management for Success of Franchise Hospitality in a Post-Pandemic Economy

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