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The section under discussion is known as the introduction of research because it covers all the primer of a research topic.
Therefore, the background of research subject has been included in this section which provides a detailed overview of the main issue discussed in this study, Moreover, the aim of research has also been stated in this section that provides the purpose and intention of researchers of this study.
Furthermore, the research objectives explained in this section have been formulated by research aim whereas the research questions are also aligned with the objectives of this study. In a nutshell, all parts discussed in this section are interlinked to one another.
The assessment of the marketing strategies of airbnb hotel’s booking agency and the consumers’ perception towards airbnb. On the other hand, the significance of study provides the essentiality of the research topic discussed in this study whereas the scope of research has explained the feasibility of research findings on different areas.
The delimitations discussed here to deliver the positive aspects for researcher while conducting the study. At last, the dissertation outline is comprised of the summarized description of all sections discussed in this study.
Saraswati, Syed, and Singh (2016) stated that in the contemporary days it is hard to imagine booking for traveling while standing in queues or finding for suitable agents or vesting different agent personally so that their services can be compared.
Nowadays with the advancement in technology, the flights are mostly booked online. Li, Granados, and Netessine (2014) showed that online booking started in 1990’s, when only a few people opted for it, while it also provides fewer features and flexibility.
However, now, there are endless ways to which traveling can be fixed. The assessment of the marketing strategies of airbnb hotel’s booking agency and the consumers’ perception towards airbnb. The online travel agents provide different packages and discounts for both classic travelers and for people who plan for their vacations.
In the same manner, Shaw (2016) added that the trend related to direct booking of flights is also aired by different tools such as Google Flight Search and Google Hotel Finder which has made it convenient for the customers to compare and contrast the prices and the facilities offered by different agents and companies.
Dudás, Boros, and Vida (2017) stated that one of the biggest advantage received by customers in direct dealing is “cost”, the airlines and the hotels are providing special packages and credits for the resorts which cannot be found on other sites. The assessment of the marketing strategies of airbnb hotel’s booking agency and the consumers’ perception towards airbnb. Therefore, to retain and attract the customers online, different marketing strategies are opted by the hotels explaining about their product features and services.
“To understand factors, drive Chinese consumers to book hotels/temporary housing from Airbnb; and what factors hinder Chinese consumer to book hotels/temporary housing from Airbnb.”
The research objectives of this study have been formulated based on research aim. Following are the objectives of this study.
- To discuss the current Airbnb market situation globally.
- To find out factors affecting consumers to choose Airbnb.
- To find out factors that motivate the consumers to choose Airbnb to book a hotel.
- To find out factors which prevent the consumers from choosing Airbnb.
- To make managerial and marketing recommendations to Airbnb in China.
The research questions of this study are aligned with the objectives of the study. Therefore, the answer to these questions shows the fulfillment of research objectives.
- What is the current Airbnb market situation globally?
- What are the factors that motivate consumers to choose Airbnb to book a hotel?
- What are the factors that prevent the consumers to choose Airbnb?
- What are the suitable recommendations for managers of Airbnb in China?
The study under discussion revolves around the marketing strategies created by the managers at Airbnb along the perception of customers about the specific brand.
Therefore, the researcher of this study has found the gaps and loopholes in marketing tactics of Airbnb and provided a set of suggestions to the company so that managers can align their strategies with the customer perception.
There is the wide scope of this study because the findings are applicable in the Airbnb because it is specifically targeted the marketing strategies adopted by this specific company.
Other than that, the managers of other companies can also attain many benefits from this study because they will get to know about the current fluctuation of customer’s perception about the hotel industry.
1.8.1 Availability of resources
The researcher of this study had sufficient time to study the research topic of this study and to get useful findings. Moreover, the other resources like finance, the help of a supervisor and complete availability of relevant assets were the biggest delimitation of this study.
1.8.2 Availability of secondary data
The researcher of this study has easily got all relevant peer-reviewed journal articles to write the critical literature for the study under discussion.
1.8.3 Easy approach to respondents
The researcher of this study has gathered the primary data by creating a sample from a relevant population of this study. Therefore, the easy access to collect primary data was another delimitation of this study.
The introduction is based on the overview of research topic along the detailed explanation on reasons behind conducting this study.
Therefore, the first section of this research justifies the essentiality of the research topic to be discussed in current business environment.
Section # 2: Literature Review
The section is known as the literature review which is merely based on the secondary data gathered by the help of previous journal articles.
The researcher of this study has created a critical literature review in this section which has made arguments among the authors concerning the subjection of an issue.
Other than that, the hypotheses have also been formulated by grabbed variables through the literature of this study.
At last, the conceptual framework has also been developed to provide a pictorial image among the association of independent and independent variables of this study.
Section # 3: Research Methodology
The third section of a thesis under discussion is based on the methods adopted to conduct this study. The researcher of this study has provided a detailed and concrete justification behind the adoption of particular research methods.The assessment of the marketing strategies of airbnb hotel’s booking agency and the consumers’ perception towards airbnb
The fourth section of this study is known as the results where the researcher has discussed the results obtained by the help of SPSS software. These results have been formed after running the primary data of SPSS.
The fifth section is known as the discussion where the researcher of this study has conferred about the findings obtained by this study. In other words, the researcher has answered the initially created research questions of this study.
The conclusion is based on the summarized discussion on the core parts of this research. The researcher has explained that how the research objectives have been achieved of this study.
The seventh section is known as the recommendations where the researcher has provided suggestions on the issues and problems found in marketing strategies of Airbnb. Consequently, these recommendations will be beneficial for the market managers of this specific company.
Section # 8 Personal Reflection
The personal reflection is the eighth section of this research which is comprised of the personal opinions and views of a researcher of this study. The researcher has shared the personal experience gained by working on this study.
The second last section of this study is known as the appendices which are based on the attachment of discussion being done on the study.
The list of reference is comprised of the APA style references where complete information about previous research papers and books are provided.
The chapter summarizes that the subject of this study revolves around marketing strategies of Airbnb and the latest perception of customers about the hotel industry.
Moreover, there is the high significance of this study in the current business environment because it has discussed the current issues faced by the hotel industry. Therefore, the findings of this study are useful enough to the entire industry.
The section under discussion is comprised of the information gathered from previously published journal articles related to the subject of an issue.
First, the relevant peer-reviewed journal articles have been collected to review for creating a critical literature of this study.
Therefore, the gathered articles are based on marketing strategies, consumer perception, a trend of tourism and its impact on Hotel industry. Furthermore, the researcher of this study has also picked independent and dependent variables for this study to find the relationship among them.
These variables have been managed and placed in a pictorial image to present the conceptual framework of this study. Apart from this, the hypotheses have also been formulated to define the suppositions based on the relationship between independent and dependent variables of this study.
2.2 Concept of Marketing Strategies
In the view of Ryan (2016), strategic marketing is defined as a philosophy that the leads to a process where organizations and the individuals identify their needs and want.
In the same manner, the basic concept of marketing strategies is customer’s needs, wants, demands, values, communication and relationships.
On the other hand, Armstrong, Kotler, Harker, & Brennan (2015) stated that strategic marketing provides direction and scope to the organization for its long-term activities so that the organization can achieve a competitive advantage.
In the same manner, with the help of directions provided by strategic marketing the company can apply the resources of rage organization effectively in the changing environment, whereas, it is also able to achieve the expectations of the stakeholders.
Sah & Fugh-Berman (2013) stated that the in the market of fierce competition firms are continuously striving to find out factors that through which global markets can be conquered along with catering the needs of internal markets.
Jarach (2017) stated that business that wants to seek long term participation in the market should choose and adopt a clear marketing strategy.
In the same manner, selecting single marketing strategy is also not enough for the companies in the current competition, therefore, the firms are also required to constantly monitor and evaluate their marketing strategies with the business dynamics.
Furthermore, Ryan (2016) added that along with having an effective marketing strategy, marketing planning, assessment and the control are also some of the problems faced by the companies related to the marketing campaigns.
Therefore, to achieve the objectives of marketing, it is stated that along with purposeful evaluation intelligent control is also very essential.
Grönroos & Grönroos (2016) explained that strategies of marketing help in solving problems and in adjusting and assessing the indicators of the environment. Although evaluation and controlling of the strategy is important, however, not all the companies are implementing these rules in the marketing strategies.
Armstrong, Kotler, Harker, & Brennan (2015) stated that strategic marketing is the philosophy that addresses problems such as research, designing of the product, selecting pricing strategy, packaging, deciding promotional activities, public relation affairs and the after sales services of the product.
Rallapalli & Montgomery (2015) stated that strategic marketing also helps in defining the business of the organization as it is concerned with solving problems of the customers and providing them with more benefit. It is stated that the marketing strategy of the company should be able to answer the following questions:
- What problems are concerning the customers?
- What are the benefits sought by the customers?
- How the product of the organisation able to solve customer’s problem and provide them with the required benefits?
2.3 Types of Marketing Strategies
Different strategies of marketing have been developed and adopted by the companies, these strategies have helped marketers in penetrating into new markets, developing new ideas and catering the untapped needs of the customers (Ryan, 2016). Some of these strategies are discussed as under:
2.3.1 Deep Penetration Strategy
Solomon (2014) stated that deep penetration marketing strategy is used for old product and old market. The strategy is said to be effective if the market is unsaturated and still has space for new products.
Therefore, if old product is sold in the old market, the advantage can be gained by reducing the cost of production or by reducing the prices than the competitors.
2.3.2 Marketing Expansion Strategy
Armstrong, Kotler, Harker, & Brennan (2015) explained that marketing expansion strategy is used when the sales from the existing customers and the market have been maximised. The strategy provides a differentiated approach…..
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