Abstract

The aim of this article is to find out, as a result of research carried out within the Visegrad Group countries, how complementary services offered by hotels affect customer ratings and the willingness of customers to recommend the hotel. We were collecting primary data, the crucial factor for the selection of hotels was the identification of the suitable Expedia.com (travel booking portal) rating, which focused on the post-stay evaluation of hotels in the Visegrad Group countries. We used automatic data collection for the observed variables (evaluations) within the selected hotel ratings. The total of 345 175 evaluations of 1 500 hotels was analysed. The focus was given to % of guests to recommend hotels in relation to the selected variables. Data collection was carried out in the first half of 2017. The main general idea of research results is: there are significant linkages between the offered services that are intended as an integral structure of the hotel offer and customer ratings, along with the percentage representation of the customer’s recommendation for a particular accommodation facility. The relationship as such is defined by the very nature of a particular supplementary service, and therefore negative impacts can be assumed, in the Smoke-free property. We argue that there is a relationship between the perceived quality of service and willingness of recommendation in the sample. Meeting customer needs through additional services can increase the positive feedback on the accommodation and thus build a stable competitive advantage. The secondary aim of this paper is to help hotels with their marketing strategies. According to this, they will better understand the factors that influence customer satisfaction. The analysis was conducted based on the research gap in the studies related to the factors which affect the satisfaction of customers of entities providing accommodation services.

Keywords: tourism, reputation, marketing communication, hotels, Visegrad Group.

JEL Classification: M30, M34.

Cite as: Fedorko, R., Bacik, R., Olearova, M., Rigelsky, M., & Breyl, P. (2019). Impact of ancillary services on the hotel rating in Visegrad group countries. Marketing and Management of Innovations, 2, 99-107. https://doi.org/10.21272/mmi.2019.2-09

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Albert, T. A. (2016). The Impact of the Hotel Industry on the Competitiveness of Tourism Destinations in Hungary. Journal of Competitiveness,8 (4), 85-104.
2. Anderson, M. (2014, July 07). 88 % Of Consumers Trust Online Reviews As Much As Personal Recommendations. Retrieved from http://searchengineland.com/88 consumers-trust-online-reviews-much-personal-recommendations-195803.
3. Bellman, S., Johnson, E.J., Lohse, G. L., & Mandel, N. (2006). Designing Marketplaces of the Artificial with Consumers in Mind: Four Approaches to Understanding Consumer Behavior In Electronic Environments. Journal of Interactive Marketing, 20(1), 21-3.
4. Bucko, J., Kakalejcik, L., & Ferencova, M. (2017). The internet and its use in pre-purchase stage in Europe and Asia – Management of marketing efforts. Polish Journal of Management Studies, 15(2), 16-26
5. Collins, T. (2016). Mechanics of Online Reputation Management: Repair & Control Your Name rr Brand Reputation Online. South Carolina: CreateSpace
6. Expedia, (2017, May 12). Overview. Retrieved from: http://www.expediainc.com/brands/expedia-com/.
7. Frias, D.M, Rodriguez, M.A., & Castaneda, J.A. (2008). Internet vs. travel agencies on pre-visit destination image formation: An information processing view. Tourism management, 29(1), 163-179.
8. Gavurova, B., Vagasova, T., Kovac, V. (2016). Competitiveness Assessment of Slovak Republic Regions. In: European Financial System 2016. 13th International Scientific Conference of theEuropean Financial Systems, Brno, 2016, 175-+.
9. Gavurova, B., Soltes, M., Kovac, V. (2017). Application of Cluster Analysis in Process of Competitiveness Modelling of Slovak Republic Regions. Transformations in Business &Economics, 16(3), pp. 129-147. 
10. Gonzalo, F. (2013, March 16). Online Resources Key To Travel Decision-Making.Retrieved from: http://www.business2community.com/travel-leisure/online-resources-key-to-travel-decision-making-infographic-0437761#3Hp DcedVcALEv4Xx.97.
11. Jelinkova, D., Tuckova, Z. & Jurigova, Z. (2017). Market segment of families with children: a new stimulus for modern Czech spa industry?. Journal of International Studies, 10(2), 158-169. doi:10.14254/2071-8330.2017/10-2/12
12. Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
13. Kljucnikov, A., Krajcik, V., Vincurova, Z. (2018). International Sharing Economy: the Case of AirBnB in the Czech Republic. Economics and Sociology, 11(2), 126-137. doi:10.14254/2071-789X.2018/11-2/9
14. Miller, R.E. (2015). The Complete Guide To Online Reputation For Small & Local Business.Yeovil, England: MDM Publishing.
15. Minh, N. V., Huu, N. H. (2016). The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness, Vol. 8, Issue 2, pp. 103-116.
16. Nielsen, (2013, September 17). Under the Influence: Consumer trust in Advertising. Retrieved from: http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html.
17. Racherla, P., Connolly, D.J., & Christodoulidou, N. (2013). What determines consumers’ ratings of service providers? An exploratory study of online traveler reviews. Journal of Hospitality Marketing & Management, 22(2), 135-161.
18. Paunescu, C., & Moraru, R. (2018). Maximizing Social Value in the hotel online environment using an Analytic Hierarchy Process. Journal of Competitiveness, 10 (1), 106-124. 
19. Richterova, K. et al. (2010). Spotrebiteľskéspravanie. Bratislava: Sprint.
20. Sheenan, B. (2010). Basics Marketing 02: Online Marketing. Lausanne: AVA Publishing.
21. Soltes, V., & Gavurova, B. (2015). Modification of performance measurement system in the intentions of globalization trends. Journal of Management Studies, 11(2), 160-170.
22. Sparks, B., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and trust. Tourism Management, 32(6), 310-1323.
23. Statista, (2017a, August 25). Effect of online reviews on local business customer opinion 2016. Retrieved from: https://www.statista.com/statistics/315751/online-review-customer-opinion/.
24. Statista, (2017b, August 25). Trust in online customer reviews 2016. Retrieved from: https://www.statista.com/statistics/315755/online-custmer-review-trust/.
25. Stefko, R., Habanik, J., & Sindleryova, I.B. (2010). Marketing instrumentary in the process of project acceptation within the acceleration of back-warded regions development. Ekonomicky casopis, 58 (5), 512-526.
26. Sussman, S.W., &Siegal, W.S. (2003). Information Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14, 47-56.
27. Svec, M., Olsovska, A., & Mura, L. (2015). Protection of an «Average Consumer» in the Digital Society – European Context. International Scientific Conference on Marketing Identity. Marketing Identity: Digital Life, Book Series: Marketing Identity, 273-282.
28. TripAdvisor, (2013, March 19) Online Resources Key To Travel Decision-Making. Retrieved from: https://www.socialmediatoday.com/content/online-resources-key-travel-decision-making.
29. Ungerman, O., Dedkova, J., &Gurinova, K. (2018). The impact of marketing innovation on the competitiveness of enterprises in the context of industry 4,0. Journal of Competitiveness, 10 (2), 132-148. 
30. Vermeulen, I.E., & Seegers, D. (2008). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 123-127.
31. Zamboriova, J. (2009, May 15). Budovaniepozitivnej online reputacie. Retrieved from: http://www.hotelblog.sk/ clanky/strategie/budovanie-pozitivnej-online-reputacie#.WYrqHinfOM8.