Kaj nam analitika masovnih podatkov lahko pove o uporabi spletnih bliskovitih ponudb v turizmu?

Abstract

Online flash deals have emerged as one of the most popular distribution channels for hotel deals among tourists, but the literature does not yet provide a unified view of their actual usability and underlying characteristics. To gain insight into the characteristics and usage patterns of flash deals by hotels in the Mediterranean region, this study combined data from selected flash deals providers with current theories in marketing, tourism, and data analytics to identify some patterns in the use of flash deals by hotels. In the study, we show that the use of flash deals varies across hotels and suggest that flash deals are more demand-driven than supply-driven as a distribution channel for selling hotel services. The study also shows that hotels in Slovenia are reluctant to use Flash Deals.

Keywords

• online flash offers
• big data analytics
• tourism
• hotel services in the mediterranean region
• ditruction channel