Juho Pesonen

Impacts of Peer-to-Peer Accommodation Use on Travel Patterns

As a result of the phenomenal growth of the sharing economy in the travel industry, investigating its potential impacts on travelers and tourism destinations is of paramount importance. The goal of this study was to identify how the use of peer-to-peer accommodation leads to changes in travelers’ behavior. Based on two online surveys targeting travelers from the United States and Finland, it was identified that the social and economic appeals of peer-to-peer accommodation significantly affect expansion in destination selection, increase in travel frequency, length of stay, and range of activities participated in tourism destinations. Travelers’ desires for more meaningful social interactions with locals and unique experiences in authentic settings drive them to travel more often, stay longer, and participate in more activities. Also, the reduction in accommodation cost allows travelers to consider and select destinations, trips, and tourism activities that are otherwise cost-prohibitive. Implications for tourism planning and management are provided.

Understanding the relationship between push and pull motivations in rural tourism.

Purpose – The purpose of this paper is to investigate the differences and relationships of push and pull motivations in two different rural tourism destinations.Design/methodology/approach – Data were collected from tourists visiting rural tourism companies in Finland and in Tyrol (Austria). The data were analyzed using analysis of variance and correlation coefficients.Findings – The results indicate significant differences of push and pull motivations in the two regions. In addition, tourists motivated by different variables obviously search for different destination attributes. For example, tourists motivated by the search of a once‐in‐a‐lifetime experience expect different destination attributes than those respondents searching for a sense of comfort or an opportunity to relax.Research limitations/implications – The low sample size in both Tyrol and Finland reduces the generalizability of the results.Practical implications – The findings can be used by rural tourism companies and practitioners to under...

Drivers and barriers of peer-to-peer accommodation stay – an exploratory study with American and Finnish travellers

The explosive growth of peer-to-peer (P2P) accommodation service presents a potential transformation in the competitive landscape of accommodation sector. This research explores the market characteristics and the factors that drive and hinder the use of P2P accommodation to better explain the phenomenon of collaborative consumption in the tourism and hospitality marketplace. Using responses from travellers residing in the United States and Finland, exploratory factor analyses revealed two factors that drive the use of P2P accommodation: social appeal (desire for community and sustainability) and economic appeal (cost savings). The barriers include issues of trust, efficacy and familiarity with the system, and cost. The empirical evidence from this study suggests several managerial implications for tourism and hospitality businesses and directions for future research.

Benefit segmentation of potential wellbeing tourists

The purpose of this study is to segment tourists according to the benefits they seek from a tourism destination. These segments are examined in order to find attractive segments for local wellbeing products. Segmentation in the context of wellbeing and wellness provides companies information on what kind of tourists are most interested in buying wellbeing products and contributes to the existing segmentation theory by using data driven segmentation in a situation where traditionally common-sense segmentation is used. The literature surrounding benefit segmentation in tourism is reviewed in order to find the benefits tourists might think of as important. The results of K-means cluster analysis show that tourists in the Savonlinna region, Finland, can be divided into four segments. The segments differ from each other in the benefits they seek and in interest in wellbeing holidays, but are quite similar regarding to their socio-demographic factors. This study shows that data-driven segmentation can be used to find markets for a certain product instead of a priori segmentation. The results also show that benefits sought have a strong influence on customer behavior but little in common with socio-economic factors, which proves the usefulness of benefit segmentation in tourism. Based on the results, tourism companies can find the most suitable segments for their offerings.

Information and communications technology and market segmentation in tourism: a review

Purpose – Information and communication technologies (ICT) have had a profound impact on tourism marketing. For several decades one of the cornerstones of marketing has been market segmentation. The purpose of this paper is to examine how ICTs have affected market segmentation literature in tourism by the means of literature review.Design/methodology/approach – All segmentation articles published in Journal of Travel Research, Tourism Management and Journal of Travel & Tourism Marketing since the year 2000 are reviewed by examining how ICTs have affected them. Content analysis is used to categorize the connection between ICTs and segmentation to seven categories.Findings – Only three papers focusing on both ICT and segmentation were found among the 188 segmentation‐related studies reviewed. Altogether 58 market segmentation studies found were affected by ICTs but in most cases the effects are very limited.Research limitations/implications – Only three tourism journals were reviewed making it possible that...

Tourism Marketing in Facebook: Comparing Rural Tourism SME’s and Larger Tourism Companies in Finland

Popularity of Facebook as a social media platform is growing. Already more than 500 million people have joined Facebook. Also companies have noticed the possibility of using Facebook as a marketing channel. However, not much is known on how hospitality and tourism businesses should correctly use Facebook for. This exploratory study compares the use of Facebook of rural tourism SME’s and some larger actors in the field of tourism in Finland. The results show that there are many differences between small and large tourism companies, as smaller companies have unnecessary pages and a lot less activity than larger companies. However, causal relationships of activities and success are still unknown and more research is needed on the topic of Facebook-marketing in tourism.

Targeting Rural Tourists in the Internet: Comparing Travel Motivation and Activity-Based Segments

ABSTRACT This study aims to compare activity-based segmentation and travel motivation segmentation from the perspective of information search behavior and online use behavior by comparing segment heterogeneity. The data were collected from users of three Finnish rural tourism websites with 1754 completed and usable questionnaires to create segmentation solutions based on travel activities and motivations using hierarchical cluster analysis and then comparing the results. The results indicate that travel activities are more useful than travel motivations in finding heterogeneous segmentation solutions, making the travel activity segments more heterogeneous than travel motivation segments as regards their information search behavior and Internet use. The results suggest that in this era of Internet marketing, travel activities are a better segmentation base than travel motivations in order to target different market segments as activities form more heterogeneous segmentation solutions.

Typology of senior travellers as users of tourism information technology

The importance of senior travellers as a travel segment for the tourism industry is continuously increasing as the number of pensioners increases in the Western world. These new senior travellers differ from earlier generations in many ways, one of which has to do with the increasing use of information and communication technologies as part of their information search process. This study examines senior travellers as users of tourism information technology. A qualitative approach was adopted to provide insights into the topic, and nine Finnish seniors were interviewed. The results were analysed using content analysis. The results show that senior travellers comprise a quite heterogeneous market with respect to the use of tourism information technology. However, there is no special marketing or website design that senior travellers really need: a good website will cater to both the needs of younger as well as older consumers. The study also presents a tentative typology of three different types of senior travellers based on their use of online travel services: Adventurous Experimenters, Meticulous Researchers and Fumbling Observers. This typology contributes to our understanding of the heterogeneous use of tourism information technology by senior travellers.

Testing Segment Stability: Insights from a Rural Tourism Study

ABSTRACT The majority of earlier segmentation studies have focused on finding segmentation solutions rather than on applying the results to practice, and testing the viability of the results. In this study a unique opportunity is used to test how the segmentation solutions of an earlier rural tourism segmentation study conducted in 2009 represent rural tourist segments in 2011, and how well rural tourists can relate to the segments found in the earlier study by using multiple choice questions. Also, different segmentation methods are compared regarding their accuracy to identify the segments. These results show that the four segments identified in the earlier study continue to exist two years later as respondents are able to relate to the segments quite well. However, segment sizes are crucially different and there is some overlap between segments. Travel motivations measured using binary scale produce more accurate segments than motivations measured using a Likert-type scale.

Comparing Internet commerce adoption between the Finnish and the European independent accommodation companies

Travel and tourism is an information intensive industry. Internet is often used to plan and book holidays. This means that more and more effort should be paid to Internet marketing. This study uses the extended Model of Internet Commerce Adoption (eMICA) to compare the website features and the eCommerce adoption of the Finnish and the European independent accommodation companies. The goal is to find out, how Finnish hotels can improve their websites and gain competitive advantage. The results suggest that eMICA is a useful benchmarking tool to examine industry standards but it does not clearly indicate the phase of Internet commerce adoption among the independent accommodation providers. These often small companies may be active in eCommerce even though they do not have all the features of eMICA on their websites.