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Title:Analiza in primerjava uporabniške izkušnje z airbnb in booking platformama za kratkoročno oddajo nepremičnin z vidika gostitelja
Authors:ID Jerković Golob, Barbara (Author)
ID Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf MAG_Jerkovic_Golob_Barbara_2024.pdf (7,09 MB)
MD5: DE1D5876A6EA59A502E0E47B0EA5174E
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V sodobni dobi digitalizacije se turizem, zlasti pa kratkoročna oddaja nepremičnin hitro razvija, kar za gostitelje po svetu prinaša nove izzive in priložnosti. Ta magistrska naloga se osredotoča na analizo in primerjavo uporabniške izkušnje na dveh priljubljenih platformah za kratkoročno oddajo nepremičnin, AirBnb in Booking.com, z vidika gostiteljev, ki se soočajo s številnimi dejavniki, ki vplivajo na uspešnost njihovega poslovanja. V uvodnem delu naloge je izpostavljen pomen turizma za gospodarsko rast, saj ta sektor v Sloveniji predstavlja ključno komponento, ki prispeva k višjemu bruto domačemu proizvodu (BDP) in zaposlenosti. Z rastjo ponudbe kratkoročnih najemov se odpirajo nove možnosti in spremembe v obnašanju potrošnikov, ki vplivajo na marketinške strategije ter postopke komunikacije z gosti. Teoretični del magistrske naloge se osredotoča na analizo marketinga storitev, značilnosti in razvoj storitvenega sektorja, s posebnim poudarkom na vprašanjih, povezanih z konceptom marketinga storitev ter na to kako ta koncept s svojimi specifičnimi značilnostmi vpliva na strategije trženja in kakovost storitev. Skozi teoretični okvir raziskava ugotavlja, kako lahko ponudniki in odjemalci izboljšajo svoje storitve in uporabniško izkušnjo ter s tem povečajo zadovoljstvo uporabnikov in dosežejo višjo stopnjo zvestobe. Magistrska naloga tako ponuja celovit vpogled v teorijo marketinga storitev, ki lahko služi kot osnova za analizo in primerjavo praktičnih izkušenj gostiteljev na izbranih platformah, teoretični okvir pa postavlja temelje za empirični del naloge. Naloga natančno opisuje različne aspekte delovanja obeh platfrom, od postopka registracije nepremičnine do interakcije z gosti, pristojbin in cenovne politike, kar je ključnega pomena za razumevanje, kako lahko gostitelji optimizirajo svojo izkušnjo na teh platformah. S pomočjo empirične raziskave smo analizirali uporabniško izkušnjo, pri čemer smo se osredotočili na zbrane podatke o prednostih in slabostih obeh platform, s katerimi se lahko uporabniki srečajo pri svojem poslovanju. Obdobje analize se specifično osredotoča na leto 2023, ko se ugotavlja, da AirBnb in Booking.com ponujata različne funkcionalnosti in značilnosti, ki lahko močno vplivajo na učinkovitost oddajanja nepremičnin. Pomembne spremenljivke, ki jih raziskava preučuje vključujejo pogostost rezervacij, komunikacijo med gostom in gostiteljem, pričakovanja ter ocene uporabnikov, kot tudi ekonomske rezultate, ki jih gostitelji uspejo doseči na obeh platformah. V osrednjem delu raziskave so zbrani podatki analizirani in interpretirani z namenom globjega razumevanja dinamike delovanja obeh platform. Rezultati raziskave kažejo, da AirBnb gostiteljem, ki so v neposrednem stiku z gosti omogoča bolj osebno in pristno izkušnjo, medtem ko Booking.com ponuja večjo preglednost in več možnosti pri upravljanju rezervacij in partnerstvih. V analizi zaslužkov pa se naloga osredotoča na konkretne primere dveh enot, Apartments Jerković 2+2 in Place for 2, kjer so zbrani podatki o rezervacijah, zaslužkih in spreminjajočih se trendih na obeh platformah. Te informacije so izjemno dragocene pri razumevanju, kako optimizirati cene in povečati stopnjo zasedenosti v enoti. Na osnovi raziskovalnih izsledkov predlagamo priporočila za potencialne in obstoječe uporabnike obeh platform, z namenom, da bi le ti izboljšali svoje odločitve in strategije upravljanja nepremičnin. Ugotovitve nudijo pomemben vpogled v delovanje platform, kar lahko pripormore k boljšim poslovnim strategijam in učinkovitosti pri oddajanju nepremičnin. Sklep naloge podaja celovito sliko o vplivu teh platform na uporabniško izkušnjo in uspešnost gostiteljev v sodobnem turističnem sektorju, kar nakazuje na nujnost nadaljnih raziskav, prilagoditev strategij v skladu z nenehnimi spremembami v turizmu ter na vse hitrejše in frekventnejše spremembe potrev in pričakovanj sodobnih potrošnikov, ki preoblikujejo trg kratkoročnih najemov.
Keywords:marketing storitev, uporabniška izkušnja, airBnb, booking, kratkoročno oddajanje.
Place of publishing:Maribor
Publisher:B. Jerković Golob
Year of publishing:2024
PID:20.500.12556/DKUM-90389 New window
UDC:332.855.2
COBISS.SI-ID:217031171 New window
Publication date in DKUM:29.11.2024
Views:236
Downloads:95
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:02.09.2024

Secondary language

Language:English
Title:Analysis and comparison of the user experience with airbnb and booking platform for short-term rental properties from the host's perspective
Abstract:In the modern age of digitalization, tourism, especially short-term rental of properties, is rapidly evolving, presenting new challenges and opportunities for hosts worldwide. This master's thesis focuses on the analysis and comparison of the user experience of two popular short-term rental platforms, AirBnb and Booking.com, from the perspective of hosts who face numerous factors influencing the success of their business operations. The introduction of the thesis highlights the significance of toursim for economic growth, as this sectort constitutes a key component contributing to the higher gross domestic product (GDP) and employment in Slovenia. With the growth of short-term rental offerings, new possibilities emerge alongside changes in consumer behavior, which affect marketing strategies and communication processes with guests. The theorethical part of the master's thesis concentrates on analyzing service marketing, the characteristics and development of the service sector, with a particular emphasis on issues related to the concept of service marketing and how this concept, with its specific characteristics, impacts marketing strategies and service quality. Through the theoretical framework, the research investigates how providers and customers can enhance their services and user experience, therby increasing user satisfaction and achieving a higher level of costumer loyalty. The thesis thus provides a comprehensive insight into the theory of service marketing, which can serve as a foundation for analyzing and comparing practical experiences of hosts on selected platforms, with the theoretical framework setting the stage for the empirical part of the thesis. The thesis meticulously describes various aspects of the operation of both platforms, from the propery registration process to interactions with guests, fees, and pricing policies, which are crucial for understanding how hosts can optimize their experience on this platforms. Through empirical research, we analyzed user experience, focusing on the collected data regarding the advantages and disadvantages of both platforms that users may encounter in their operations.   In the core part of the research, collected data is analyzed and interpreted to gain a deeper understanding of the dynamics of both platform's operations. The research resultes indicate that AirBnb enables hosts, who are in direct contact with guests, to provide a more personal and authentic experience, while Booking.com offers a greater transparency and more options for managing reservations and partherships. The earnings analysis focuses on specific examples of two units, Apartments Jerković 2+2 and Place for 2, where data on reservations, earnings, and changing trends on both platforms are gathered. This information is exceptionally valuable in understanding how to optimize prices and increase occupancy rates for the unit. Based on the research findings, we propose recommendations for potential and existing users of both platforms, aiming to improve their decision-making and propery management strategies. The findings provide essential insights into the operation of these platforms, which can contribute to better busniess strategies and effectiveness in propery rentals. The conclusion of the thesis offers a comprehensive picture of the impact these platofrms have on user experience and the success of hosts in the contemporary tourism sector, indicating the necessity for further research and adjustments in strategies in line with the ongoing changes in tourism, as well as the rapidly evolving demands and expectations of modern consumers that are reshaping the short-term rental market.
Keywords:services marketing, user experience, airBnb, booking, short-term rentals.


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