Maria Victoria Sánchez Rebull
Ana Beatriz Hernández Lara
Universitat Rovira i VIrgili
Economics and Business
The performance in the Spanish hospitality industry: The impact of the online ratings and opinions of customers
The hospitality industry has been growing in the last decades over the world becoming a relevant economic sector in some countries as Spain, France, etc. The performance and profitability in this economic sector have been analyzed in the literature from different perspectives. The focus of previous research on these variables has been addressed analyzing the impact of some characteristics and strategies as size, employees, financial ratios, quality, types of management, customer satisfaction, among others. Performance and profitability in hospitality have been also a focus of interest for researchers and practitioners.
Spain seems to become this year 2017 the first tourist destination in the world. The experience of the hospitality industry in this country has been created for a long period. So, the results of research on the Spanish hospitality sector constitute an interesting reference point for other countries and companies all over the world.
Customer satisfaction has also been studied in the past in this sector because of its demonstrated influence on profitability and the interest and the need of hotel management to improve it. Some researches have analysed customer satisfaction on the basis of opinions gathered from questionnaires answered directly by the customers in the hotel or by phone or other electronic means. Recently, some platforms (Trypadvisor, Booking, etc.) have emerged to get information from hotels and destinations. Customers publish their opinions about their stay in the hotel or about their tourist experience on those platforms . These opinions could affect decisions of booking of other potential customers and, consequently, revenues and profitability of companies. Hotels are used to answer these opinions, especially if they are negative, and these answers could also influence other customers. Nevertheless, the impact of these answers can be moderated by the hotel class.
The proposal of the current research is to respond to the following research questions:
- How are online opinions and ratings of customers and answers of hotels in the Spanish industry?
- What is the impact of these ratings on the performance and profitability of hotel companies in Spain?
- What is the impact of the hotels` answers on the performance and profitability of hotel companies in Spain?
- Has the hotel class a moderating effect on the relationship between customers opinions, hotels` feedback and the hotel performance and profitability when the interactions take place using online platforms?
The expected contribution would be to construct a database that includes the opinions and ratings of customers and answers from hotels in the Spanish hospitality system. Also, to analyze the potential impacts of online platforms on Spanish hotels’ performance and profitability.
37.5 hours a week
|This project has received funding from the European Union's Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No. 713679|