IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v7y2023i8p1250-1259.html
   My bibliography  Save this article

Effects of Online Distribution for Marketing of Budget Accommodation Segment in Kolkata, India

Author

Listed:
  • Dr. Soumendra Nath Biswas

    (Associate Professor, Assam University (A Central University), Silchar, Assam, India)

  • Mr. Sudipta Kumar Pal

    (Research Scholar, Utkal University of Culture, Bhubaneswar, Odisha, India)

Abstract

The budget accommodation segment has witnessed a significant shift with the rise of online distribution channels. While these platforms offer vast opportunities, they also bring forth a set of substantial challenges. This paper discusses the primary challenges faced by budget accommodation providers in the online distribution sphere and proposes solutions to address them. The key challenges include market saturation and competition, revenue management complexity, and the critical role of online reputation and reviews. The intense competition among numerous online travel agencies and accommodation platforms has made it challenging for budget accommodations to differentiate themselves and maintain profitability. Revenue management complexities arise from dynamic pricing and rate parity issues, which can lead to revenue leakage. Additionally, online reviews and reputation management are critical, as negative feedback can severely impact bookings and revenue. To address these challenges, budget accommodation providers can focus on differentiation through personalized experiences and value-added services. They can also utilize revenue management tools and data analytics to optimize pricing strategies and ensure rate parity. Active engagement with guests and prompt response to reviews, along with maintaining consistent service quality, can help manage online reputation effectively. In summary, while online distribution presents challenges for budget accommodations, innovative strategies and technology adoption can empower providers to thrive in a competitive landscape, ensuring sustainable growth and guest satisfaction.

Suggested Citation

  • Dr. Soumendra Nath Biswas & Mr. Sudipta Kumar Pal, 2023. "Effects of Online Distribution for Marketing of Budget Accommodation Segment in Kolkata, India," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(8), pages 1250-1259, August.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:8:p:1250-1259
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-7-issue-8/1250-1259.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/journals/ijriss/articles/effects-of-online-distribution-for-marketing-of-budget-accommodation-segment-in-kolkata-india/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sparks, Beverley A. & Browning, Victoria, 2011. "The impact of online reviews on hotel booking intentions and perception of trust," Tourism Management, Elsevier, vol. 32(6), pages 1310-1323.
    2. Pam Lee & William Cannon Hunter & Namho Chung, 2020. "Smart Tourism City: Developments and Transformations," Sustainability, MDPI, vol. 12(10), pages 1-15, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. David Butler & Daniel Read, 2021. "Unravelling Theory: Strategic (Non-) Disclosure of Online Ratings," Games, MDPI, vol. 12(4), pages 1-20, September.
    2. Sharma, Mahak & Antony, Rose & Sehrawat, Rajat & Cruz, Angel Contreras & Daim, Tugrul U., 2022. "Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services," Technology in Society, Elsevier, vol. 68(C).
    3. Wu, Laurie & Shen, Han & Fan, Alei & Mattila, Anna S., 2017. "The impact of language style on consumers′ reactions to online reviews," Tourism Management, Elsevier, vol. 59(C), pages 590-596.
    4. Zheng, Lili, 2021. "The classification of online consumer reviews: A systematic literature review and integrative framework," Journal of Business Research, Elsevier, vol. 135(C), pages 226-251.
    5. S. Cicognani & P. Figini & M. Magnani, 2016. "Social Influence Bias in Online Ratings: A Field Experiment," Working Papers wp1060, Dipartimento Scienze Economiche, Universita' di Bologna.
    6. Giacomo Del Chiappa & Carlota Lorenzo-Romero & María-del-Carmen Alarcón-del-Amo, 2015. "The Influence of User-Generated Content on Tourists’ Choices," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 221-236.
    7. Ramón Barrera-Barrera, 2022. "Selecting the appropriate leading journal in Hospitality and Tourism research: a guide based on the topic-journal fit and the JCR impact factor," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(4), pages 1801-1823, April.
    8. Glykeria Myrovali & Maria Morfoulaki & Thomai Mpaltzi, 2023. "Can Destination Cards Help to Shape Areas’ Sustainability?," Sustainability, MDPI, vol. 15(11), pages 1-18, May.
    9. Anastasios-Ioannis Theocharidis & Maria Argyropoulou & George Karavasilis & Vasiliki Vrana & Evangelos Kehris, 2020. "An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media," Sustainability, MDPI, vol. 12(21), pages 1-20, October.
    10. Book, Laura A. & Tanford, Sarah & Chang, Wen, 2018. "Customer reviews are not always informative: The impact of effortful versus heuristic processing," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 272-280.
    11. Zuo, Wenming & Bai, Weijing & Zhu, Wenfeng & He, Xinming & Qiu, Xinxin, 2022. "Changes in service quality of sharing accommodation: Evidence from airbnb," Technology in Society, Elsevier, vol. 71(C).
    12. Sergio M. Fernández-Miguélez & Miguel Díaz-Puche & Juan A. Campos-Soria & Federico Galán-Valdivieso, 2020. "The Impact of Social Media on Restaurant Corporations’ Financial Performance," Sustainability, MDPI, vol. 12(4), pages 1-14, February.
    13. Chien-Ta Bruce Ho & Nathatenee Gebsombut, 2019. "Communication Factors Affecting Tourist Adoption of Social Network Sites," Sustainability, MDPI, vol. 11(15), pages 1-13, August.
    14. Filieri, Raffaele & Lin, Zhibin & Pino, Giovanni & Alguezaui, Salma & Inversini, Alessandro, 2021. "The role of visual cues in eWOM on consumers’ behavioral intention and decisions," Journal of Business Research, Elsevier, vol. 135(C), pages 663-675.
    15. Park, Sangwon & Nicolau, Juan L., 2015. "Asymmetric effects of online consumer reviews," Annals of Tourism Research, Elsevier, vol. 50(C), pages 67-83.
    16. Kim, Molan & Lee, Seung Min & Choi, Sanghak & Kim, Sang Yong, 2021. "Impact of visual information on online consumer review behavior: Evidence from a hotel booking website," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    17. Sonny Rosenthal & Jean Yi Colette Tan & Ting Fang Poh, 2020. "Reputation Cues as Signals in the Sharing Economy," Social Sciences, MDPI, vol. 9(4), pages 1-14, April.
    18. Sparks, Beverley A. & Perkins, Helen E. & Buckley, Ralf, 2013. "Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior," Tourism Management, Elsevier, vol. 39(C), pages 1-9.
    19. Susana Costa e Silva & Paulo Duarte & Joana César Machado & Carla Martins, 2020. "Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(2), pages 135-157, June.
    20. Moradi, Masoud & Dass, Mayukh & Kumar, Piyush, 2023. "Differential effects of analytical versus emotional rhetorical style on review helpfulness," Journal of Business Research, Elsevier, vol. 154(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:7:y:2023:i:8:p:1250-1259. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.