Научный семинар по теме “Hotel Flash Sales Customers: “Right” or “Wrong” for Hotels”
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Школы бизнеса и делового администрирования Факультета бизнеса и менеджмента
12.04.2016 в 15.10-16.30
Научный семинар по теме
“Hotel Flash Sales Customers: “Right” or “Wrong” for Hotels”
проведет Катерина Березина , доцент University of South Florida Sarasota-Manatee, координатор научного центра M3 Center for Hospitality Technology and Innovation.
Научный семинар отражает результаты исследования К.Березиной в области продвижения гостиничного продукта через флэш-распродажи (краткосрочные распродажи с большими скидками, например, Групон). Основной целью данного исследования является определение поведенческих характеристик покупателей флэш-распродаж и их сравнение клиентами, бронирующими отели через другие каналы продвижения.
Abstract
Although flash sales (e.g. Groupon, LivingSocial) are currently a ubiquitous phenomenon in consumption of many products, including tourism and hospitality products and services, there is a lack of empirical evidence that identifies the types of consumer profiles purchasing flash sales deals. The main purpose of this article is to investigate whether flash sales customers are “right” or “wrong” for hotels. For the purposes of this study the “right” customer for a hotel may be defined as a customer who supports hotel’s profitability through purchasing core and auxiliary services at a hotel, and develops a long-term relationship with the property through revisiting the hotel and recommending it to others. A survey of 358 respondents revealed that flash sales customers do not differ from other leisure customers with regard to their price consciousness, intentions to revisit, and intentions to recommend the hotel to others. However, flash sales customers demonstrated higher levels of market mavenism, quality consciousness, and variety-seeking when compared to other leisure travelers.
Научный семинар 12.04.2016 будет проходить по адресу Кирпичная ул., д. 33/5
аудитория 706
Время начала семинара 15:10
Рабочий язык семинара – русский
По организационным вопросам, связанным с посещением семинара, обращаться к Предводителевой Марине Дмитриевне: mpredvoditeleva@hse.ru (тел. 8(495) 772-95-69)
Dr. Katerina Berezina is an Assistant Professor in the College of Hospitality and Tourism Leadership (CHTL) at the University of South Florida Sarasota-Manatee (USFSM), USA. She received her PhD in Health and Human Performance with concentration in Recreation, Parks, and Tourism at the University of Florida, USA, in August 2014. Dr. Berezina also holds her undergraduate degree in Hospitality and Tourism from Penza State University, Russia, and a Master of Science degree in Hospitality Information Management from the University of Delaware, USA. Her industry experience includes working in travel agencies and hotels in Russia and the United States.
Dr. Berezina also serves as a Coordinator of the M3 Center for Hospitality Technology and Innovation (M3 Center) at USFSM. In this role she oversees different projects of the M3 Center, including the Hotel Benchmarking Index, the educational programs of integrating hotel software in the hospitality curriculum, and research activities in the field of hospitality technology and innovation. In the scope of hotel technology educational programs Dr. Berezina is in charge of curriculum development, training, and university adoption of two university programs: innRoad University Program (hotel property management system) and M3 Link University Program (hotel business intelligence system).
Dr. Berezina’s research interests are in the areas of hospitality information technology, electronic distribution, and revenue management. Her articles have been published in the International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Journal of Hospitality and Tourism Technology, Journal of Hospitality Marketing and Management, and other reputable hospitality and tourism journals. Dr. Berezina is a recipient of two “best paper” awards: one from Western Decision Sciences Institute, the other is frominternational Hospitality Information Technology Association (iHITA), and a best presentation award from iHITA.
Dr. Berezina is an active member of professional and academic hospitality associations. Currently, she serves on the Board of iHITA as a Secretary, and as an Assistant Editor of the Journal of Hospitality and Tourism Technology (JHTT). Dr. Berezina also assumes the responsibilities of the faculty advisor for the Hospitality Financial and Technology Professionals (HFTP) student chapter at USFSM. Dr. Berezina is a Certified Hospitality Technology Professional (CHTP) commissioned by HFTP and American Hotel and Lodging Educational Institute (AH&LEI). She also holds aCertified Revenue Management Executive (CRME) certification commissioned by Hospitality Sales and Marketing Association International (HSMAI).