Value Proposition of Contemporary Hostels
Pavlova, Anastasiia (2019)
Pavlova, Anastasiia
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112322033
https://urn.fi/URN:NBN:fi:amk-2019112322033
Tiivistelmä
The expansion and growth of the contemporary hostel industry are encouraged by the growing number of individual travelers and rapid digitalization. However, in order to be successful and withstand competition, hostels are required to make fundamental changes in what they can offer to the consumers. Research has shown that hostels have developed a targeted niche of people with a certain lifestyle that involves traveling and possess unique demands and needs. The aim of this study was to examine how a hostel could enhance its value proposition for the potential and existing consumers with regard to the contemporary market's changes.
Based on a review of the available literature on the hospitality industry's hostelling segment and its targeted audience, semi-structured interviews were held with the representatives of the active consumers of this service form. The respondents were chosen based on their prior experience of using hostels, as well as their cultural and social diversity. They were asked sets of questions about their motivations, purchasing decision-making, attitudes, and expectations.
The results indicate that apart from personal preferences, there is a strong shared desire for well-facilitated socialization that also gives sufficient space for personal privacy. Hostels are expected to provide a sense of proximity and community, with friendly and honest communication. Based on these findings, it is recommended that hostels develop well-defined customer profiles and facilitate their specific needs when designing the physical space of their facility as well as their communication strategy both on-site and in their online presence. Further research is needed to identify other factors that differentiate hostels by categories based on what audience they strive to cater to. Individual hostels are advised to conduct research that involves factors specific to their location and the demographics of the potential guests.
Based on a review of the available literature on the hospitality industry's hostelling segment and its targeted audience, semi-structured interviews were held with the representatives of the active consumers of this service form. The respondents were chosen based on their prior experience of using hostels, as well as their cultural and social diversity. They were asked sets of questions about their motivations, purchasing decision-making, attitudes, and expectations.
The results indicate that apart from personal preferences, there is a strong shared desire for well-facilitated socialization that also gives sufficient space for personal privacy. Hostels are expected to provide a sense of proximity and community, with friendly and honest communication. Based on these findings, it is recommended that hostels develop well-defined customer profiles and facilitate their specific needs when designing the physical space of their facility as well as their communication strategy both on-site and in their online presence. Further research is needed to identify other factors that differentiate hostels by categories based on what audience they strive to cater to. Individual hostels are advised to conduct research that involves factors specific to their location and the demographics of the potential guests.