In new years, “experience-based” liberality companies, such as Airbnb, have gifted a duration arise in income and new customers. Experience-based liberality companies concede travelers to book homes and apartments rather than hotels, now is a second-most essential liberality brand, usually trailing Hilton Hotels and Resorts. Now, University of Missouri researchers have found poignant differences in how group and women perspective a experience-based liberality industry, and a commentary could assistance a immature attention continue to grow.
Dae-Young Kim, an associate highbrow of liberality government and Seunghwan Lee, a doctoral tyro in a MU College of Agriculture, Food and Natural Resources, achieved a inhabitant consult to establish consumer perceptions of a experience-based liberality attention by investigate a Airbnb brand. They found that a some-more mostly group used Airbnb, a some-more definitely they viewed a brand. However, they found women’s perceptions of Airbnb to be some-more contingent on particular experiences.
“Women seemed to have most some-more difficult perceptions of Airbnb and were quite supportive to specific practice and locations,” Kim said. “While group seem to have an overly certain opinion about a brand, women’s perceptions pitch definitely or negatively depending on a particular plcae where they stay on a specific trip.”
Kim pronounced that one critical cause for women was safety. Kim and Lee found that if women viewed a specific plcae to be reduction safe, they would have some-more disastrous perceptions. Likewise, locations that were viewed as some-more protected were found to minister to some-more certain altogether code perceptions.
“One of a best facilities for this code of liberality is a aberration of any plcae and that business aren’t subjected to standardised hotel rooms,” Lee said. “However, it is transparent that some things need to be standardized, such as safety, among all locations in sequence to urge code perceptions and safeguard long-term mercantile success.”
Kim and Lee also found 3 primary themes, or “brand personalities” —excitement, frankness and competence—scored rarely among business of experience-based hospitality. A fourth code celebrity that scored low among business was sophistication.
“Many competitors such as Hilton and Hyatt are starting to pierce into this same ‘unique experience’ space,” Kim said. “Large companies have income to emanate singular practice while progressing high levels of viewed sophistication. If Airbnb and other identical companies wish to continue their success, they might wish to cruise selling themselves as some-more worldly in sequence to interest to business who would differently gaunt toward some-more determined hotel brands.”
The study, “Brand celebrity of Airbnb: focus of user impasse and gender differences,” was published in a Journal of Travel Tourism Marketing.
Source: University of Missouri
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