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 are becoming a major threat to small- and medium-sized enterprises (SME) in the hotel industry 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 accommodations, motivating factors, as well as 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. In addition, the relative importance of factors affecting 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 in order to improve their business performance.
January 2016 - March 2017
Financial partner: HES-SO