Examinando por Autor "Orea-Giner, Alicia"

Mostrando 1 - 4 de 4

A longitudinal analysis of revenue management strategies and measures implemented in the hospitality industry during the COVID-19 crisis
(Emerald Publishing Limited, 2023-12-12) Talón-Ballestero, Pilar; González-Serrano, Lydia; Flecha-Barrio, M. Dolores; Orea-Giner, Alicia
Purpose – This research aims to answer two major research questions related to the COVID-19 crisis from a longitudinal approach: What is the revenue management (RM) role during the different periods subject to analysis? What are theRMstrategies and measures implemented during this crisis in contrast with a non-crisis context? It also aims to propose an RM implementation model that provides a contingency plan to face future crises. Design/methodology/approach – This qualitative study, following a longitudinal approach, analyses three round-table discussions with 11 internationally renowned experts during three key scenarios of the COVID-19 crisis: the lockdown period (from March to June 2020) and the following two summer seasons (the postlockdown period): Post-lockdown I (the summer campaign, 2020) and Post-lockdown II (the summer campaign, 2021). Based on a deductive approach, thematic analysis is conducted using NVivo. Findings – Further professionalisation of revenue managers, which has enabled the correct application of strategies and measures, highlighting the importance of not lowering prices, the flexibility of booking conditions, the development of other sources of income and the increase in the value of services, amongst others, are key factors in managing this crisis. The longitudinal analysis carried out in three different periods of this crisis shows how these measures have evolved and the contrast with RM application in a non-crisis context. The revenue manager’s leadership and proactivity, the holistic organisation of RM marketing, commercial and sales departments and the quick adaptation of RM systems (RMSs) by modifying their algorithms are essential to reducing the impact of COVID-19 on the hospitality industry. This crisis has led the industry to rethink processes and strategies and to increase digitalisation. The proposed model, which considers the various RM strategies and measures implemented during COVID-19 in contrast to a non-crisis context, is the cornerstone for developing a graded contingency plan to face future crises. This research sheds light on the widely discussed role of RM during this crisis. Research limitations/implications – This study has various limitations. First, the three round-table discussions were held online due to the health crisis, and the chosen webinar format may have biased the participants’ answers due to its public nature. Second, the survey was carried out in Spanish. Despite the strong international profiles of the participants, cultural distortion may appear, suggesting that the research should possibly be extended to other cultural contexts in the future. Third, some of the participants were unable to attend all the round-table discussions due to their professional duties, so people with similar profiles were invited to the rest of the sessions. Practical implications – The revenue manager’s leadership and proactivity, the holistic organisation of RM marketing, commercial and sales departments and the quick adaptation of RMSs by modifying their algorithms are essential to reducing the impact of COVID-19 on the hospitality industry. This crisis has led the industry to rethink processes and strategies and to increase digitalisation. The proposed model, which considers the various RM strategies and measures implemented during COVID-19 in contrast to a non-crisis context, is the cornerstone for developing a graded contingency plan to face future crises. This research sheds light on the widely discussed role of RM during this crisis. Originality/value – This work contributes to the literature by providing a model that considers the various RM strategies and measures implemented during COVID-19 in contrast to a non-crisis context. The novelty of this research is mainly found in the conducting of a deductive and longitudinal study considering previous research focussed on RM strategies applied during the COVID-19 crisis and supplementing it with new measures by applying qualitative techniques.
Does the Implementation of Robots in Hotels Influence the Overall TripAdvisor Rating? A Text Mining Analysis from the Industry 5.0 Approach
(Elsevier, 2022) Orea-Giner, Alicia; Fuentes-Moraleda, Laura; Villacé-Molinero, Teresa; Muñoz-Mazón, Ana; Calero-Sanz, Jorge
This research explores the relationship between customers’ emotions and sentiments generated by the interaction with robots in hotels and the potential effect on the hotel’s rating. To this end, text mining techniques are applied to TripAdvisor reviews by using Python 3.9.4. The results indicate a relationship between the emotions and sentiments detected in the reviews, the robots’ functional typologies and traveller categories. The originality of this research is mainly found in the quantification of the relationship between robot functionality, traveller type and rating given to the hotel considering the emotions and sentiments that emerge from the functional dimension of robots implemented in hotels.
Service learning via tourism volunteering at university: skill-transformation and SDGs alignment through rite of passage approach
(Emerald, 2023-11-02) Villacé-Molinero, Teresa; Fuentes-Moraleda, Laura; Orea-Giner, Alicia; González-Sánchez, Rocío; Muñoz-Mazón, Ana
Purpose This study aims to investigate how university students experience a skill transformation process aligned with the sustainable development goals (SDGs). This transformation occurs through their participation in a service-learning programme alongside an international volunteering project. The theoretical framework for understanding this skill transformation process is based on the “rite of passage”. Design/methodology/approach Qualitative methodology is adopted by conducting 23 online surveys with volunteers (virtual and onsite) and five with coordinators across the rite of passage phases. Volunteering was carried out in five Mayan indigenous communities in Mexico as part of an international cooperation project with the goals of supporting community-based tourism development and strengthening volunteers’ skills in accordance with the SDGs. Findings Results show that international volunteering programmes for university students significantly enhance their interpersonal and professional skills, demonstrating strong potential for implementing the SDGs. These programmes provide learning and education opportunities for both volunteers and local communities. Volunteers gain a broader perspective on gender equality and cultural barriers. Additionally, volunteering supports sustainable tourism, economic worth and collaboration among institutions. Both volunteers’ personal characteristics (educational level and sociocultural context), as well as their sociocultural context, influenced the perception of the skill transformation process and learning about the SDGs. Finally, a new educational university programme in volunteering aligned with SDGs is proposed. Practical implications This research examines the practical ramifications of incorporating volunteer programmes into university courses. Universities must include these initiatives in their educational systems as a means of enhancing student learning. Social implications A new educational university programme in volunteering aligned with SDGs is proposed. This study suggests a shift in university mindset, as well as increased funding for training and adherence to the SDGs. Originality/value This study pioneers the rite of passage framework in an international volunteer tourism project facilitated by universities, emphasizing volunteering as a valuable tool for SDG implementation, considering the interrelationships between objectives.
Understanding the new post-COVID-19 risk scenario: Outlooks and challenges for a new era of tourism
(Elsevier, 2021) Villacé-Molinero, Teresa; Fernández-Muñoz, Juan José; Orea-Giner, Alicia; Fuentes-Moraleda, Laura
This paper explores the new travel risk scenario by analysing travel risk perception during the pandemic and proposes measures to improve traveller confidence based on the issue-attention cycle. The study was conducted during two stages of the pandemic. During the initial stage, travellers’ decision-making process was studied to learn why travellers chose to maintain or cancel travel plans and what variables influenced their travel risk perception. An online survey was conducted with data collected from 1075 travellers residing in 46 countries (52 nationalities). The second stage of the study started at the beginning of de-escalation in Europe. A qualitative study was conducted in which 28 international hospitality experts were interviewed. They were asked about specific measures to encourage tourism from a global perspective. The results help tourism authorities and companies better understand tourist behaviour and provide concrete measures for restarting tourism.