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on Tourism Economics |
| By: | M. Trabandt; W. Lasarov (Audencia Business School); G. Viglia |
| Abstract: | The tourism sector is actively exploring methods to reduce its adverse environmental impact. Our study introduces hedonic appeals as a novel approach to encourage guests to reduce their room cleaning requests. We contend that combining this approach with sustainable appeals is at least as effective as the previously identified most effective strategy, namely providing guests with financial incentives. The effectiveness of hedonic appeals is channeled through guest value creation. Our empirical evidence – involving a field experiment at a European hotel and a lab experiment – supports the proposed effects and explanation mechanisms. We also demonstrate that our new strategy is the most profitable by introducing a profitability index that considers room cleaning requests, monetary investments, and side effects. We therefore recommend hotels to adopt this cost-effective strategy to reduce room cleaning requests without affecting overall guest satisfaction. |
| Keywords: | Sustainable tourism, Field experiment, Room cleaning practices, Hedonic appeals, Financial incentives, Sustainable appeals, Guest value, Guest behavior |
| Date: | 2024–02 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-04464032&r=tur |
| By: | Iswanto, Dedy; Handriana, Tanti; Nazwin, Asfarony Hendra; Sangadji, Suwandi S. (Universitas Nuku) |
| Abstract: | Almost all business sectors in various developed and developing countries have realized the importance of transforming conventional marketing to digital marketing, the goal is to increase sales. Many marketing strategies can be applied to increase sales, including utilizing influencers in digital marketing. This study aims to identify digital marketing strategies that have been widely used by researchers in various countries and look for new models or new strategies that are relevant to be applied in developing countries after COVID-19 through a systematic literature review. The author searched for scientific articles on the Scopus database that were in English and fully accessible. This research reviewed 19 articles using a systematic literature review. The results showed that the majority of related research was published in 2018-2022, ten related articles were published in 2022 with three articles published in Spain. All authors proposed various variables, but generally conventional in digital marketing, while not many authors concentrated on the utilization of influencers in carrying out digital marketing. Therefore, this research offers a digital marketing strategy combined with the role of influencers in tourist destinations that have a competitive advantage. |
| Date: | 2024–02–28 |
| URL: | http://d.repec.org/n?u=RePEc:osf:osfxxx:m97kd&r=tur |