• The complexity of decision-making processes and IoT adoption in accommodation SMEs

      Pappas, Nikolaos; Caputo, Andrea; Pellegrini, Massimiliano Matteo; Marzi, Giacomo; Michopoulou, Eleni; University of Sunderland; University of Trento, Italy; University of Lincoln; University of Rome “Tor Vergata”, Italy; University of Lincoln; et al. (Elsevier, 2021-01-18)
      The current competitive scenario is fast-moving toward an integration of sophisticated technological innovations, i.e. smart solutions for hospitality, in particular the accommodation industry. Internet of Things (IoT) technologies are able to connect and let communicate different devices to craft a personalized customer experience. Given the undeniable impact for the hospitality sector, the decisions about adopting smart solutions are not always linear: benefits and limitations co-exist and need to be weighed against each other. By adopting fsQCA, this paper compares several decision-making factors that may influence the willingness to adopt IoT, surveying owners/managers in the Greek accommodation industry. Results show four types of decision-making: (i) rational, a weighted evaluation of risks and opportunities; (ii) enthusiast, mostly highlighting benefits to gain a competitive advantage; (iii) cautious, emphasizing risks and barriers to innovate; and (iv) futurist, a consideration of future technological necessities related to the increasing digitalization.
    • Hotel social media metrics: The ROI dilemma.

      Michopoulou, Eleni; Moisa, Delia Gabriela; University of Derby; Manchester Metropolitan University (Elsevier, 2018-06-11)
      This study offers a perspective of social media performance measurement techniques adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative approach, data was collected through semi-structured, open-ended interviews. Findings indicate that ROI is understood as an umbrella concept, where engagement rates, customer response and volume of likes and comments are most important. However, the element of ROI in the form of financial outcomes derived from social media remains elusive. This research contributes to social media adoption literature by investigating current social media measurement practices within the hospitality industry. While hotel managers employ diverse strategies for social media deployment, the focus on the effectiveness of these strategies is questionable, particularly considering financial metrics. This study presents key metrics currently used, but more importantly highlights which aspects of social media performance measurement are neglected and the gap they create in assessing social media strategies holistically and effectively.