Theoretically encompassing B2C relationships in the hospitality industry

Abstract

Having witnessed the technological revolution that has taken place in the hospitality industry, the aim of this study is to encompass theoretical approaches used in customer behaviour research and to provide a comprehensive understanding of crucial aspects necessary for enhancing business-to-consumer (B2C) relationships. A special emphasis was placed on technology-related and personality-related approaches, highlighting their importance in traveller decision making, as well as on Signalling theory, offering an underpinning for companies to improve their services. It is expected that this study will offer the basis for a more exhaustive and multidisciplinary investigation, undoubtedly focusing on both customer and service elements. The review suggests that to maintain customers, a major focus should be put on signals, technology and personality-related issues at the beginning of the relationship. ResumoTendo em consideração a revolução tecnológica na hospitalidade, o objetivo deste estudo é incluir as abordagens teóricas utilizadas na pesquisa de comportamento do cliente, e fornecer uma compreensão integral dos aspectos necessários para melhorar as relações business-to-consumer (B2C) em hospitalidade. Foi colocada especial atenção nas abordagens relacionadas à tecnologia e personalidade, para destacar a sua importância na tomada de decisões dos viajantes e na Teoria da sinalização, no sentido de oferecer sustentação às empresas para melhorar os seus serviços. Espera-se que este estudo ofereça a base necessária para uma investigação multidisciplinar, incidindo nos elementos relacionados com clientes e serviços. A revisão da literatura sugere que, para manter os clientes, um foco importante deve ser colocado em sinais, tecnologia e personalidade, no início do relacionamento. Palavras-chave:Revisão da literatura; hospitalidade; B2C; TIC; personalidade; Teoria da sinalização. J. Prodanova • S. San-Martín•N. Jimenez [61]JANA PRODANOVA holds a Ph.D. in Business Administration and she is an Assistant Professor at the University of Burgos. Her main research is related to electronic and mobile environment of services provision, making difference between online and mobile channels, and the advantages and disadvantages that each of them holds. She studies the challenges and possibilities of the use of ICT in the sale of services and the behaviour and personality of the consumer in banking and tourism contexts. She has published her work in national and international journals of repute and won several awards for her research. She is likewise a reviewer for international journals and conferences and participated in marketing research projects.

The Validity of Visual Communication Design of Online Advertisement Based on Interactivity

“…Due to the variety of types of Internet advertising and user characteristics, in order to improve the design quality and design effect of modern network advertising visual communication design, a BP neural network model with multiple inputs and outputs is chosen in this paper. e data collected from the questionnaire is preprocessed to build a BP neural network; the matching push is done according to the training model [18].…”