How Should Hotels Respond to the Sharing Economy?

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4 The Identification of Factors Influencing GuestsÕ Satisfaction with a Hotel Stay ..31 4.1 The List of Hotel Attributes Analyzed in this Research .............................................34 5 Research Methodology ..................................................................................................37  5.1 Hypotheses Development ............................................................................................. 37 5.2 Selection of Methods used in the Research: Content Analysis .............................. 40 5.2.1 Qualitative Analysis vs. Quantitative Analysis ...................................................................... 41 5.3 Qualitative Content Analysis of the Hotel Reviews from the TripAdvisor Website42 5.3.1 The Netnographic Analysis Process ...................................................................................... 42 5.3.2 Choice of the Computer Software for the Analysis of the Text of Reviews ...................... 46 5.3.3 Content Analysis with the QDA Miner and WordStat Computer Software ....................... 47 5.3.4 Dictionary Designed for the Analysis with the QDA Miner and WordStat Software ........ 48 5.3.5 Data Collection and Preparation ............................................................................................. 51 5.3.6 Organization of the Data used for the Analysis .................................................................... 51 5.3.7 Preparation of the Data for the QDA Miner Software: Unitizing ......................................... 53 5.4 Quantitative Content Analysis ...................................................................................... 54 6 Results ............................................................................................................................. 55 6.1 General Information about Hotels and Reviewers .................................................... 55 6.1.1 Characteristics of the Sample of Hotels chosen for this Research ............................................... 55 6.1.2 Satisfaction of Guests with the Hotel Stay evaluated as part of the Review on the TripAdvisor Website ........................................................................................................................................ 60 6.2 Results of the Qualitative Analysis .............................................................................. 63 6.2.1 Analysis of the Importance of certain Hotel Attributes in the Textual Parts of Reviews . 63 6.2.2 Analysis with the QDA Miner and WordStat: Frequency of Occurrence of Keywords related to the Hotel Attribute Groups ...................................................................................... 64 6.3 Results of the Quantitative Content Analysis ............................................................. 69 6.3.1 Results of the Linear Regression Analysis: The Importance of Certain Attributes for the Overall Satisfaction with the Hotel Stay ................................................................................. 69 6.3.2 The Importance of Certain Attributes for the Overall Satisfaction Evaluation across different Hotel Categories ........................................................................................................ 71 7 Hypotheses Test ............................................................................................................. 74 8 Conclusions ....................................................................................................................... 92 8.1 Qualitative Analysis Results vs. Quantitative Analysis Results ......................................... 93 9 Limitations of the Study and Future Research .................................................................. 96 Bibliography ............................................................................................................................... 99 Appendices .............................................................................................................................. 111 Appendix 1. Hotel Attributes- Application to the SERVQUAL Model .............................. 111 Appendix 2. Hotel Attributes measured by Hotel Studies ................................................ 112 Appendix 3. Star Ratings of Hotels in the Sample ............................................................ 113 Appendix 4. The Distribution of the City Locations in the Sample .................................. 114 Appendix 5. Coding Manual for the TripAdvisor Website ................................................. 116 Appendix 6. Age of the Respondents .................................................................................. 122 Appendix 7. Purpose of the Trip of Hotel Guests .............................................................. 123  Appendix 8. Tabulation of the Frequency of Occurrence of Keywords by Attribute Categories across the Evaluation Scale from TripAdvisor for the ÒLocationÓ ......124 Appendix 9. Division of the Overall Review Ratings by Guests from TripAdvisor according to Star Categories .......................................................................................125 Appendix 10. List of Words included in the WordStat Dictionary for the Category ÒRoomÓ ............................................................................................................................126 Appendix 11. List of Words included in the WordStat Dictionary for the Category ÒValue for moneyÓ ......................................................................................................................128 Appendix 12. List of Words included in the WordStat Dictionary for the Category ÒCleanlinessÓ ..................................................................................................................129 Appendix 13. List of Words included in the WordStat Dictionary for the Category ÒLocationÓ ........................................................................................................................130 Appendix 14. List of Words included in the WordStat Dictionary for the Category ÒServiceÓ .........................................................................................................................131 Appendix 15. List of Words included in the WordStat Dictionary for the Category ÒFood and BeveragesÓ .............................................................................................................132 Appendix 16. List of Words included in the WordStat Dictionary for the Category ÒOther Services and AmenitiesÓ ..............................................................................................133 Appendix 17. List of Words included in the WordStat Dictionary for the Category ÒAtmosphere and the Design of the HotelÓ ................................................................134

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