Abstract:The aim of this study is to develop a methodology to determine the competitive online positioning of lodging companies in different tourist destinations. The rise of the digital age has allowed many customers to share their opinions through specialized websites, providing a dynamic and constantly updated evaluation of the market. In this context, competitiveness is an essential factor in the economic sustainability of destinations. The competitive positioning of destinations is determined by the scale of variables used by Booking.com. The price and lodging category variables are also used, as well as three new variables derived from the initial scale: the quality average, value and added value. This methodology provides a tool to determine the level of competitiveness of the lodging offered in tourist destinations, based on which, actions can be taken to improve destinations' positioning.

This study analyzes customers’ online social communication to rate lodgings and tourist destinations. A practical methodology is proposed to analyze the online reputation of lodgings as well as the main concepts rated by customers in their online social communication process. To this end, an empirical study was carried out by analyzing the online opinions expressed by customers on the Booking.com tourist lodging website. Based on the information available, three new variables were created and analyzed that represent clearly defined concepts in the minds of consumers. This includes “service quality,” “perceived value,” and “added value.” This study shows that perceived value and service quality are concepts evaluated by customers that are able to differentiate between lodgings in tourist destinations. Therefore, the results show that the online social communication that takes place through this portal has the capacity to guide potential customers by differentiating between the services offered by lodging companies.

Price is fundamental in the competitive strategy of lodgings. Determining whether a company is setting its prices appropriately in relation to its main competitors and customer expectations is essential in the new digital age. Online reputation is a way of measuring customer ratings and, when shared on the Internet, it generates expectations for future users. On the other hand, websites specializing in tourism constantly provide updated information about the prices offered by lodgings. The purpose of this study is to establish whether there is a relationship between price and the main variables of online reputation (perceived value, added value and perceived quality of service) as well as the function that best suits considering the category of accommodation, using the information available on the website Booking.com. The methodology applied is regression analysis using different functions (linear, logarithmic, inverse, quadratic and cubic). In addition, 4- and 5-star lodgings are analysed separately from those with 3 stars or less, concluding that there are significant differences between the variables that best explain the price, as well as the functions that best achieve this fit. In 4 and 5-star accommodations, the average quality of service variable is the one most related to prices, whereas in 3-star accommodations or less, the added value is the variable most related to prices. The cubic, quadratic and logarithmic functions get the best adjustments. The results obtained are of great interest to the management of the accommodation as customer ratings are linked to price levels in a competitive environment. This methodology facilitates the definition of the strategy and tactics of prices on the basis of real and updated market data, indicating in the conclusions the direct implication in the future development of learning machines and artificial intelligence applied to tourism.

Tourism destinations in advanced stages of the life cycle need to update their lodging offers and infrastructures. The main problem is that new destinations are planned according to the new preferences of customers, creating critical problems in older destinations related to the architecture of the buildings, size of the rooms, dimension of lodgings, complementary offer, and infrastructures. The aim of this paper is to develop a decision-making and governance framework for the renewal of destinations in an advanced stage of the life cycle that require the renovation of the lodging offer and infrastructures in order to increase their competitiveness and sustainability. The decisions were planned and carried out in the Canary Islands by stakeholders involved in the public and private sectors. The evaluation of actions to renew the lodgings and infrastructures through special legislation, leadership, sources of financing, and investment guarantees is presented to determine the level of success obtained. Because the Canary Islands is one of the main tourist destinations in Europe, the actions and procedures presented can be used in other destinations with similar characteristics.

Public administrations' commitment to improving tourist destinations has contributed to a consensus in the Canary Islands, particularly with the private sector, about regulations for urban development and the necessary financing alternatives for the rehabilitation of lodgings. The objective of the study is to demonstrate their favorable impact on companies' profitability, a significant variable to consider in the decision-making process of managers. The analysis of incentives as well as urban planning and financing requirements, comparing some of them to other regions, is carried out. The study concludes that the more ambitious the project is in terms of the increase in the number of beds and the category, the better the company's position will be, because the revenues increase without a proportional growth in costs.