Slovenci kot Airbnb gostje

poskus segmentacije

Anja Lukan (Author), Maja Turnšek (Mentor)

Abstract

Diplomska naloga obravnava turistični trend airbnb, ki je vedno bolj v porastu tako na nacionalni kot na globalni ravni. Airbnb je spletna platforma, ki v največji meri omogoča souporabo in oddajanje nastanitvenih kapacitet. Temeljni namen naloge je razširitev znanstvenih spoznanj in znanj s praktičnimi implikacijami o uporabnikih Airbnb v Sloveniji. Natančneje, s pomočjo te raziskave bodo lahko slovenski ponudniki nočitev preko Airbnb oz. gostitelji (angl. hosts) imeli večji vpogled v to, kakšni so slovenski gostje Airbnb in kakšni so njihovi potovalni motivi. Teoretični del naloge opredeljuje delitveno ekonomijo, natančneje, delitveno ekonomijo v turizmu in P2P namestitve, opisuje platformo Airbnb, pojasnjuje pa tudi pojme motivacije, motivov in segmentacije. Diplomska naloga zajema raziskavo, pri kateri smo uporabili anketni vprašalnik, s ciljem oblikovati segmentacijo slovenskih gostov Airbnb ter omogočiti vpogled v motive in navade predstavnikov posameznega segmenta na področju namestitve. Zbrane podatke smo obdelali s programom SPSS. Na podlagi rezultatov smo oblikovali osrednjo segmentno skupino, ki temelji na motivih za uporabo. Prav tako smo izdelali vpogled v navade slovenskih uporabnikov Airbnb in ustvarili izhodišča za nadaljnja raziskovanja platforme Airbnb v Sloveniji.

Keywords

Airbnb;delitvena ekonomija;segmentacija;motivi;namestitev;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FT - Faculty of Tourism
Publisher:	[A. Lukan]
UDC:	338.482:159.9(497.4)(043.2)
COBISS:	37352963
Views:	627
Downloads:	163
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Slovenians as Airbnb guests : segmentation attempt
Secondary abstract:	The diploma thesis relates to the Airbnb tourism trend, which is increasingly on the rise both nationally and globally. Airbnb is a platform that mostly enables the sharing and renting of accommodation capacities. The main purpose of the thesis is to expand scientific revelations and knowledge with practical implications, regarding the users of Airbnb in Slovenia. More specifically, with the help of this research, Slovenian Airbnb hosts will have a greater insight into what Slovenian Airbnb guests are like and what their travel motives are. The theoretical part of the thesis includes the definition of sharing economy, more accurately sharing economy in tourism and P2P accommodation. We also describe the Airbnb platform and explain the concepts of motivation, motives and segmentation. The diploma thesis also contains a questionnaire-based research, where we attempted to form a segmentation of Slovenian Airbnb guests and tried to gain insight into the motives and habits of representatives of each segment in the field of accommodation. We processed the collected data with the SPSS program. Based on the results, we formed a central segment group based on motives for use. We also provided an insight into the habits of Slovenian Airbnb users, creating a starting point for further research of Airbnb in Slovenia.
Secondary keywords:	Airbnb;sharing economy;segmentation;motives;accomodation;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fakulteta za turizem
Pages:	48 str., 6 str. pril.
ID:	11892549