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Translated Title

What Can Big Data Analysis Tell Us About the Use of Online Flash Deals in Tourism?

Please Note:

This article is in Slovenian.

Ključne besede

spletne bliskovite ponudbe, analitika masovnih podatkov, turizem, hotelske storitve v sredozemski regiji, ditribucijski kanal

Keywords

online flash offers, big data analytics, tourism, hotel services in the Mediterranean region, ditruction channel

Povzetek

Spletne bliskovite ponudbe (SBP) so se med turisti uveljavile kot eden izmed popularnejših distribucijskih kanalov za ponudbe hotelskih storitev, a literatura še ne ponuja enotnega vpogleda v njihovo dejansko uporabnost in temeljne značilnosti. Zato smo z namenom vpogleda v značilnosti in vzorce uporabe SBP hotelov v sredozemski regiji smo v pričujoči raziskavi uporabili analitiko masovnih podatkov, s katero smo povezali podatke izbranih ponudnikov SBP z aktualno teorijo na področjih trženja, turizma in podatkovne analitike in prepoznali nekatere vzorce v uporabi SBP med hoteli. V prispevku smo pokazali, da se uporaba SPB med hoteli razlikuje, in nakazali, da SBP kot distribucijski kanal prodaje hotelskih storitev določa povpraševanje in ne ponudba. Iz raziskave je razvidno tudi, da so hoteli v Sloveniji do uporabe SBP zadržani.

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.

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