MARKETING TOOLS USED BY THE SHARING ECONOMY PLATFORMS IN TOURISM: THE SPECIFIC ROLE OF PRICES
Journal Title: Folia Turistica - Year 2019, Vol 51, Issue
Abstract
Purpose. Analysis of the method of using price as a marketing tool on the example of selected cities with strong tourist function (empirical study); indication of other non-price ways of gaining competitive advantage (e.g. quality, scope of additional services) – based on empirical research, secondary sources and market analysis. Method. The article was based on the deductive approach and the results of the empirical study of offers placed by: 3* hotels, Airbnb hosts and Interhome in three metropolitan centres with developed tourist functions (Warsaw, Krakow, Prague). On the basis of the average price for 1 night (μ) and the product utility index (ή), the synthetic coefficient was calculated showing the price-to-utility relationship and allowing comparison of the price of services including the elements contained therein.<br/><br/>Findings. The results of the empirical study allow to use two measures of price competitiveness assessment and the use of price as a marketing tool by selected service providers: the average price per night spent by the guest (μ) and the product utility index for the customer (ή). The research allowed to show the use of price as a tool of marketing impact in the area of sharing economy in tourism.<br/><br/>Research and conclusions limitations. The sample contains all offers that meet the established criteria. The study fully reflects the situation in three selected metropolitan centres.<br/><br/>Practical implications. The article has no direct practical implications, although the presented method and formulated conclusions can be used to improve price analysis tools in the area of tourism, taking into account the sharing economy.<br/><br/>Originality. In the current research, the problem of using prices as a marketing tool in the area of sharing economy in tourism is rarely undertaken.<br/><br/>Type of paper. The article presents both theoretical concepts and the results of empirical research.<br/><br/>
Authors and Affiliations
Teresa Skalska
Keywords
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