How should SME hotels in Switzerland cope with growing threats from Airbnb: Identifying competitive advantages of SME hotels in the era of the shared economyCindy Yoonjoung Heo
The rise of peer to peer (P2P) accommodation rentals like Airbnb becomes a major threat to small and medium enterprises (SME) hotels in Switzerland. The purpose of this study is to suggest strategic initiatives SME hotels could implement in order to improve their competitive advantages as they deal with competition from P2P accommodation rentals. This will be done by extracting key attributes of accommodation, motivating factors, and deterrents of using P2P accommodation rentals. Focus-Group Interviews (FGIs) will be used to find drivers and deterrents to staying in P2P accommodations or hotels and the relative importance of factors which affect consumers’ future intention to use P2P accommodation rentals will be identified using the Best-Worst Scaling (BWS) method. This study will contribute to the existing research on the sharing economy and hospitality management and propose management actions for SME hotels to achieve competitive edges to improve their business performance.
January 2016 - March 2017
Financial partner: HES-SO