Appréciation de la compétitivité de la marque hôtelière sur la base des évaluations des caractéristiques de celle-ci

International Journal of Hospitality Management, Volume 81, août 2019
Publié le 30 août 2019

Résumé

Understanding the competitiveness of hotel brands is important for hotel managers to shape their brands and initiate effective marketing strategies and business developments. However, evaluating hotel brand competitiveness is challenging due to the complexity of information involved. A hotel brand often comprises many hotels with different performances. Hotel brands are also evaluated against multiple hotel features, thereby making the application of traditional evaluation techniques impractical. This paper introduces a novel technique for automatically evaluating the competitiveness of hotel brands based on probability distribution and earth mover’s distance. We demonstrate the effectiveness of our proposed method by conducting a case study that involves major hotel brands in Hong Kong. The proposed method can be applied in various contexts and can help researchers and managers evaluate the competitiveness of hotels as well as other branded products in the hospitality and tourism sectors.

Auteurs

Haiyang Xia, Huy Quan Vu, Rob Law, Gang Li

Appréciation de la compétitivité de la marque hôtelière sur la base des évaluations des caractéristiques de celle-ci (article en anglais sur Science Direct)