1
You’ e he only One, o Simply he Bes . Ho els
di e en ia ion, compe i ion, agglome a ion, and p icing
Manuel Sánchez-
Pé eza
[email protected]
Ma ía Dolo es Illescas-
Manzanoa
[email protected]
Se gio Ma ínez-
Pue asb
spue [email protected]
CIMEDES Resea ch Cen e
Depa men o Economics and Business
Depa men o Ma hema ics
Uni e si y o Alme ia, Ca e e a de Sac amen o, s/n
04120 Alme ia Spain
In e na ional Jou nal o Hospi ali y Managemen , 85, 102362.
h ps://doi.o g/10.1016/j.ijhm.2019.102362
Abs ac
D awing on compe i ion, signalling and agglome a ion pe spec i es, we in es iga e how
e ical and ho izon al di e en ia ion in luence p ice, and how ho el compe i ion and
agglome a ion may mode a e any such e ec s. We a gue ha e ical di e en ia ion
should include online epu a ion o complemen ca ego y, and ha ho el clus e ing can
p o ide bene i s o incumben s. Hypo heses a e es ed using quan ile eg ession on a
sample o 1,870 ho els. In o de o accoun o any se ice dimensions, an index o
di e en ia ion is es ima ed. We ound ha local compe i ion and agglome a ion
mode a es he ela ionship be ween di e en ia ion and p icing. Fu he mo e, online
epu a ion e ec s a e mo e in ense o low p iced ho els. Indeed, when compe i ion is
in ense, he posi i e e ec o ho izon al di e en ia ion is lowe o low p iced ho els.
Simila ly, ho el clus e ing ein o ces he impac o ca ego y on p ice, bu i educes he
bene i s o o e ing mo e se ices.
Keywo ds
Ho els; p icing; e ical di e en ia ion; ho izon al di e en ia ion; compe i ion;
agglome a ion; di e en ia ion index; quan ile eg ession
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1. In oduc ion
Undoub edly, ou is s and lodge s a e inc easingly exp essing hei in e es in ho els wi h
a mo e cus omized hospi ali y o e . In ecen yea s, he e olu ion o he ho el o e has
shown ema kable g ow h, wi h an es ima ed 1,420 4/5 s a s ho els unde cons uc ion
in Eu ope in 2017, ising o 1,600 in 2018 (S a is a). Howe e , he a e age occupancy o
bed places in Eu ope du ing 2017 was only 46.21%, anging om 62.62% in Spain,
51.6% in he UK, 48.9% in F ance, and 46.1% in I aly (Eu os a , 2017), e ealing exis ing
capaci y a ailable.
Then, ho elie s ely on di e en ia ion as an essen ial s a egy o compe e and a ain a
compe i i e ad an age (Baum & Mecias, 1992; Bece a e al., 2013). In ac , his
pa icula app oach can lead o mo e sus ainable ea nings han cos leade ship
s a egies (Banke e al., 2014; Köseoglu e al., 2015). Despi e he s a egic ole played
by di e en ia ion, he a ie y and complexi y o i s de e mining ac o s and hei a ying
esul s hinde he de elopmen o sys ema ic insigh s ha could help ho elie s make
in o med decisions ega ding di e en ia ion and e enue managemen .
Se e al easons jus i y analysing ho els di e en ia ion beha io . F om he manage ial
side, he in e es o he indus y o g ow in he BAR (bes a ailable a e) segmen
emphasises he alue o di e en ia ion (Hospi ali yne , 2019). Howe e , high ho els
p icing ola ili y (e.g., Guizza di e al., 2017) can hampe di e en ia ion based on
ca ego y a ings. Indeed, he eme gence o new in o ma ion sou ces (i.e., In e ne ) is
declining he ole o chain a ilia ion as a quali y signal o di e en ia ion, educing i s
capaci y o gene a e e enues (Hollenbeck, 2018). Ce ainly, he need o new
di e en ia ion esou ces o comba Online T a el Agencies (OTAs) is a end and a
challenge o ho el chains (PWC, 2019). F om a s a egy esea ch app oach, Makadok
& Ross’s (2013) o mal analysis sugges ha he e ec s o a di e en ia ion s a egy may
“lead o a compe i i e disad an age by educing he i m’s alue c ea ion ac oss he
ma ke as a whole” (p. 523). This scena io may es ic he possibili ies o en
app op ia ion. Also, social media esea ch has accumula ed e idences which suppo
ha online commen s and ankings ha e had a d ama ic impac on ou is s and ho elie s’
beha iou (Can allops & Sal i, 2014). Also, King e al. (2014) claim mo e esea ch abou
he e ec s o online epu a ion, o mo e gene al elec onic wo d o mou h (eWOM) on
i m- ela ed ou comes. Besides, ho el loca ion, as pa o he ho izon al di e en ia ion,
in ol es a ade-o be ween ma ke s and a es. In he ace o con en ional wisdom ha
compe i o s eac o he alling p ices o hei compe i o s (Bece a e al., 2013),
a gumen s based on agg ega ion heo ies iden i y bene i s o compe i o s’ clus e ing
(McCann & V oom, 2010) con on ing compe i i e iew.
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In he case o e ical di e en ia ion based on ca ego y a ings, ex an hospi ali y
esea ch suppo s i s educing e ec on p icing compe i ion (Lee, 2015), hough i s
beha io h oughou he p ice dis ibu ion has ye o be in es iga ed. None heless,
e ical di e en ia ion, as a public and consis en agg ega e o a ho el’s quali y, has been
measu ed based jus on he ho el s a ca ego y (e.g., Sil a, 2015). Howe e , ho el
ca ego y shows limi a ions o di e en ia e ho els in e ms o quali y and explain p ices
(Ab a e & Viglia, 2016). In ac , Ab a e e al. (2011) demand new c i e ia o e alua e
in angible aspec s ela ed o se ice quali y. Ne e heless, p oblems o asymme ic
in o ma ion in he lodging indus y (Manes & Tche chik, 2018), and he use o online
ankings o asce ain he eal le el o quali y a ho el can o e (Masie o & Nicolau, 2016),
ha e sp ead he adop ion o eWOM as a quali y signal, and de e minan o booking
in en ion (Casaló e al., 2015).
Conce ning ho izon al di e en ia ion, e idences display con adic o y esul s. Also, he
measu emen app oach used can esul in scope and me hodological limi a ions. Ye ,
he mos widely-adop ed app oach is chain a ilia ion, o which mos e idences suppo
a posi i e main e ec on oom p ice (Balague & Pe nias, 2013). In his ega d, a non-
signi ican e ec has ecen ly been e idenced (Baldassin e al., 2017; Pawlicz &
Napie ala, 2017), and e en a nega i e ela ionship (Sole e al., 2019). Ano he
measu emen app oach is ha o es ima ing he indi idual e ec o each ameni y, hus
gene a ing di e en esul s based on he se ices included in he model (e.g., I ano &
Piddubna, 2016; La inopoulos, 2018; Lee & Yang, 2011; Sole e al., 2019). The main
limi a ion o hese app oaches is ha compe i ion is no always conside ed as he basis
o es ima ing le el o di e en ia ion. Also, he ange and a ie y o a ailable se ices,
and hei measu emen , can esul in inconsis encies, o e en mul icollinea i y wi h ho el
ca ego y (Pawlicz & Napie ala, 2017). As an excep ion, Sil a (2015) adop s an agg ega e
measu emen app oach. Thus, i is necessa y o de elop a consis en and compa able
measu emen in o de o uly e lec he uniqueness o each ho el.
Conce ning he indus y condi ions, compe i i e concen a ion and s a egic
agglome a ion a e pa icula ly ele an o ho els (Balague & Pe nias, 2013; Baum &
Ha eman, 1997; Canina e al., 2005). On he one hand, mos empi ical e idence
suppo s he nega i e e ec o compe i ion on p ices (Ab a e e al., 2016; Balague &
Pe nias, 2013). Howe e , Kalnins (2006) sugges s ha he ma ke s uc u e o he
lodging indus y is no eadily appa en and insinua es he p esence o an oligopoly
powe . Mo eo e , Falk & Hags en (2015) s a e ha his nega i e assump ion is alid only
o a homogeneous o e and ha geog aphical concen a ion may lead o an inc ease in
ho el p ices. Ex an esea ch on lodging ma ke s compe ence has shown he ole o local
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compe i ion in di e en ia ion/undi e en ia ion con ex s (Lee & Jang, 2013), concluding
que in bo h cases he e a e oppo uni ies o ex e nali ies. This esea ch aims o shed
ligh o he mode a ing ole o compe i ion in he ela ionship be ween di e en ia ion and
p icing.
Loca ion and clus e ing is especially impo an o se ices i ms. Acco ding o he
s a egic agglome a ion iew (McCann & Fol a, 2008), he e migh be oppo uni ies o
ex e nali ies o low-p iced ho els (e.g. budge chains like Ibis o Acco ho els), being
nega i e o i ms pu suing high le els o ho izon al di e en ia ion (Canina e al., 2005).
Conce ning his, Lee & Jang (2015) ind a posi i e e ec bu only o undi e en ia ed
ho els and high demand pe iods. And only Sil a’s con ibu ion (2016) includes dis ance
be ween ho els. Howe e , some uppe and luxu y ho els loca e in low agglome a ed
a eas (e.g. Pa ado es o Spain, o wellness and elax ho els). Also, spo lodgings
choose isola ed places (e.g., Aleg ia chain). The e is no e idence on how dis ance
a ec s he ela ionship be ween di e en ia ion and p ices.
This esea ch aims o make se e al con ibu ions. The i s objec i e is o p o ide insigh s
in o condi ions unde which he e ec s o di e en ia ion a e linked o di e en p ice le els,
sa is ying he acuum in es ing heo e ical ou comes om economic game heo y o
compe i i e beha io s o hospi ali y i ms (Mohammed e al., 2015). Secondly, ou wo k
ex ends bo h scope and measu emen o e ical and ho izon al di e en ia ion, by
de eloping a di e en ia ion measu e alid o any ype and numbe o se ices. Thi dly,
i p o ides e idence o he e ec s o eWOM on p icing conside ing mode a ing e ec s o
compe i ion and agglome a ion. And inally, his wo k e alua es he in luence o ho el
agglome a ion on di e en ia ion s a egies and indus y p icing (McCann & V oom,
2010).
The emainde o his pape is a anged as ollows. The nex sec ion p esen s he
concep ual amewo k and explains he hypo hesised ela ionships among concep s. A
li e a u e e iew o ho els di e en ia ion esea ch is ca ied ou (Appendix A). La e , we
p esen he me hodological and empi ical analysis o es hypo heses and he esul s.
The pape concludes wi h a discussion o he main esul s, conclusions and manage ial
implica ions.
2. Concep ual amewo k and hypo heses de elopmen
2.1 Ve ical di e en ia ion in ho el p icing: e isi ed
Di e en ia ion is a key s a egy (Po e , 1980), in which li e a u e (C eme & Thisse,
1991) has come o dis inguish be ween e ical ( aising he p e e ence o any cus ome
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owa d a p oduc ) and ho izon al di e en ia ion (se ice-mix alued he e ogeneously by
he ma ke ) (Bece a e al., 2013; Makadok & Ross, 2013).
In he ou ism indus y, p icing is a c i ical decision ha a ec s bo h booking and
e enues, which is explained by he di e en ia ion base (e.g., Ab a e & Viglia, 2016;
Bece a e al., 2013). Ex an li e a u e on ho el di e en ia ion and p icing has mainly
conside ed e ical di e en ia ion as a de e minan o p ices, mo e he e ogeneous in he
case o ho izon al di e en ia ion (see e iew in Appendix A). Ho el ca ego y as quali y
signal is he mos common e ical di e en ia ion indica o (i.e., Pawlicz & Napiella, 2017;
Sil a, 2016), al hough independen assessmen s a e also u ilised, such as he Smi h
T a el Resea ch quali y segmen s (Kim e al., 2018). These s udies conside ha ho el
ca ego y is an in o ma ion sou ce o ou is s o choose ho els, assuming implici ly
Signalling Theo y assump ions (Spence, 1973). Howe e , ho el ca ego y has been
ques ioned as a signal o consume s, due o a lack o pay o anspa ency ha may
gi e ise o in o ma ion asymme ies (Chen & Schwa z, 2006). Limi a ions may come
om classi ica ion he e ogenei y due o di e en local and na ional egula ions,
o e lapping be ween adjacen ca ego ies, and no co espondence be ween
classi ica ion by quali y and classi ica ion by ca ego ies (Nuñez-Se ano e al., 2014).
The e o e, ho elie s sea ch o addi ional signals om hi d pa ies in o de o
communica e hei own quali y (Nicolau & Selle s, 2010). Ex an di e en ia ion li e a u e
ha e passed o e his in o ma ional limi a ion.
In pa icula , online epu a ion has become a key quali y indica o in hospi ali y indus ies
(e.g., Ye e al., 2009). And since i is based on se ice quali y and lodge expe ience,
and no on demog aphic issues, lodging p e e ences o economy, online epu a ion can
be conside ed a sou ce o e ical di e en ia ion. None o he assessmen s a e
in luenced by any economic alue o he cus ome (Yen & Tang, 2019). When a ho el is
on a anking o he bes alued ho els, his has a di ec in luence on willingness o pay
(Nie o-Ga cia e al., 2017), and on he ho el a e (Ogu & Onu , 2012). Mo eo e , in
dynamic p icing s a egies, online assessmen is conside ed an e en mo e impo an
quali y signal han he s a ca ego y (Ab a e & Viglia, 2016). The e o e, we posi e ical
di e en ia ion should be es ima ed using bo h ca ego y and online epu a ion, and he
ollowing hypo heses can be s a ed:
H1a: Ve ical di e en ia ion as a ca ego y has a posi i e e ec on ho el p ice
H1b: Ve ical di e en ia ion as online epu a ion has a posi i e e ec on ho el p ice
2.2. Ho izon al di e en ia ion and ho el p icing: gene aliza ion
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In he case o ho izon al di e en ia ion, he li e a u e e iew has e ealed ou basic
app oaches o iden i ying ou is s’ p e e ences (see e iew in Appendix A), namely, chain
a ilia ion (Bece a e al., 2013), a ailabili y o se ices and ameni ies (Espine e al.,
2003; Yang e al., 2016), geog aphic dis ances (Lee & Jang 2013; Sole e al., 2019),
and loca ion (I ano & Piddubna, 2016; La inopoulos, 2018).
Conce ning chain a ilia ion as a di e en ia ion indica o , se e al ac o s can be iden i ied
as causing i pa ial subs i u ion as signal o quali y and di e en ia ion. These ac o s a e
se ice quali y a iabili y (An ony e al., 2004), di e gences in cus ome s’ se ice
pe cep ion o ho els belonging o he same chain (Sun e al., 2017), and he end o
declining e enues in ho els a ilia ed wi h a chain in compa ison o independen ho els
(Hollenbeck, 2018) due o he use o online epu a ion mechanisms. Thus, hospi ali y
esea ch o e s dispa a e esul s conce ning he e ec o chain a ilia ion on p icing. One
collec ion o wo ks concludes ha i is posi i e o inc ease he oom a e (Balague &
Pe nias, 2013; Bece a e al., 2013; I ano & Piddubna, 2016), while ano he g oup inds
a nonsigni ican e ec (Baldassin e al., 2017; Hung e al., 2010; Is aeli, 2002, and
Pawlicz & Napie ala, 2017). Fu he mo e, Sole e al. (2019) ob ained a nega i e e ec
o said ela ionship. Conce ning he a ailabili y o ho el se ices, ex an ho el esea ch
has pe o med i s analysis on he indi idual e ec o a ailable se ices on p ice, mos ly
h ough he inclusion o dummy a iables.
Addi ionally, acco ding o Signalling heo y, besides ca ego y, p ice is an ex an e
pe cei ed quali y indica o meaning i can di e en ia e (Wolinsky, 1983), le ing a elle s
pe o m a sel -segmen a ion acco ding o wha and how much hey wan o pay (Michel,
2015). Ho els se lowe p ices o a ac cus ome s who expec simple ooms and
minimum acili ies (e.g., budge ho els). On he o he , highe a ings co espond o
expec a ions o a ull and mo e cus omized p oduc s and se ices (Rope o-Ga cía,
2013). I can be expec ed ha low-p iced ho els a e discou aged om de eloping
ho izon al di e en ia ion, while high-p iced ho els can jus i y be e o exclusi e se ices
o be di e en and c ea e alue (Fio en ino, 1995). The e o e, we hypo hesize:
H2: Ho izon al di e en ia ion has a posi i e e ec on high p ice ho els
2.3. Agglome a ion and ho el p icing
Agglome a ion pe spec i es ha e been applied o ho el loca ion decisions (e.g., Baum &
Ha eman, 1997), p oposing he exis ence o a ela ionship be ween agglome a ion and
ho el p ice (McCann & V oom, 2010). Howe e , his ela ionship has ecei ed e y
limi ed conside a ion in explana o y models, and is equen ly con used wi h local
compe i ion, as he e is no clea delimi a ion be ween bo h concep s (see e iew in
7
Appendix A). Fu he mo e, in some cases one o he concep s has been o e looked
comple ely (Ab a e & Viglia, 2016; Baldassin e al., 2017; La inopoulos, 2018; Lee &
Jang, 2015; Pawlicz & Napie ala, 2017), while in o he s bo h ac o s a e agg ega ed wi h
e ical and ho izon al di e en ia ion (Kim e al., 2018; Lee, 2015), e en hough
agglome a ion and local compe i ion a e di e en . This s udy ills his limi a ion by
analysing bo h e ec s sepa a ely.
E idence on he e ec o dis ance be ween compe i o s on p ice is con adic o y. Bece a
e al. (2013) and La inopoulos (2018) ound ha agglome a ion has a nega i e e ec on
a es, whe eas Sánchez-Pé ez e al. (2019) main ain ha his is a posi i e e ec . In
con as , Sil a (2016) ound ha he e ec o agglome a ion on p ice is subjec o he
season, being posi i e in peak season and nega i e in o -peak season.
Agglome a ion pe spec i e (McCann & Fol a, 2008) suppo ho el agglome a ion as a
s a egy o g ow h. In a spa ial agglome a ion o simila i ms, bene i s a ise om he
concen a ion o agg ega e economic ac i i y due o exogenous ac o s (i.e., o he i ms
ha a ac ou is s), o because ho els which loca e hemsel es oge he can
endogenously c ea e ex e nali ies h ough hei loca ion decisions (e.g., a eso ).
The e o e, he ollowing hypo hesis is p oposed.
H3: Ho el agglome a ion has a posi i e e ec on ho el p ice.
2.4. The mode a ing e ec s o compe i ion on ho el e ical/ho izon al di e en ia ion
The con en ional s uc u e-conduc -pe o mance (SCP) pa adigm p oposes a nega i e
ela ionship be ween he numbe o compe i o s and hei p o i abili y based on he
inc ease in hei buying and selling powe s (Bain, 1951). Fo he ho el indus y, his
ela ionship has been posi i ely con i med by Lado-Ses ayo e al. (2016), and nega i ely
by Da ies (1999). Mos esul s suppo ha a highe numbe o ho els en ails a educ ion
o a e age oom p ice (Ab a e e al., 2012; Balague & Pe nias, 2013; Falk & Hags en,
2015; Sil a, 2016).
Ho els li e a u e has analysed he ole o local ho els compe i ion on p icing, bu li le is
known abou i s mode a ing e ec on he ela ionship be ween di e en ia ion and p ices.
Two main app oaches ha e been iden i ied. In he i s , compe i ion is aken in o accoun
h ough he a e age p ice o compe i ion (Lee & Jang, 2013), inding ha lowe -quali y
ho els a e o ced o o e g ea e discoun s in o -season pe iods han highe quali y
ho els. Lee (2015) ound ha when a ho el is di e en ia ed, e ical di e en ia ion can
d i e ou he e ec o nea by compe i o s, while non-di e en ia ed ho els mus deal wi h
high compe i ion le els. Unde he second app oach, local compe i ion is conside ed in
ela ion o di e en ia ion h ough in e ac ion e ec s. Thus, Bece a e al. (2013) ound
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ha e ical di e en ia ion allows a educ ion o compe i ion p essu e, meaning quali y is
he mos e ec i e s a egy o aising p ices.
In addi ion, as highe ca ego ies a e mo e likely o se highe p ices, e ical
di e en ia ion is a c i ical s a egy (Ab a e e al., 2012; Sánchez-Pé ez e al., 2019). And
since, he highe he in ensi y o local compe i ion, he highe he likelihood ha ho els
di e en ia e wi h high quali y, and, consequen ly, se ing highe p ices. Thus, i can be
posi ed he ollowing hypo hesis:
H4a: Local compe i ion in ensi ies he posi i e e ec o e ical di e en ia ion as s a
ca ego y does o p ice.
Because o he limi a ion o ca ego y, eWOM has aken ad an age o his in o ma i e
oppo uni y is oday conside ed an una oidable componen o he consume decision
making jou ney (Mo an e al., 2014). Also, he amoun o eWOM has been c edi ed wi h
ha ing a posi i e impac on i m pe o mance, ha ing concluded ha olume has a
s onge impac han alence (Rosa io e al., 2016).
Addi ionally, he ela ionship be ween eWOM and sales is no s aigh owa d. Ho-Dac e
al. (2013) ound ha b and equi y mode a es his ela ionship. In pa icula , posi i e
(nega i e) online cus ome e iews inc ease (dec ease) he sales o p oduc s o weak
b ands. In con as , online e iews ha e no signi ican impac on he sales o s ong
b ands. Thus, since ho els wi h lowe b and equi y a e lowe p ices (O’Neill & Ma ila,
2010), we can assume ha lowe p iced ho els bene i mo e om eWOM han highe
p iced ho els.
H4b: Local compe i ion in ensi ies he posi i e e ec o e ical di e en ia ion as online
epu a ion does o p ice o low-p iced ho els.
Se e al pe spec i es nuance he posi i e ela ionship be ween concen a ion and
p icing. Re e ing o economic li e a u e on ma ke concen a ion, Gan & He nandez
(2013) ind ha clus e ed ho els a e mo e likely o cha ge highe p ices, wi h
agglome a ion acili a ing a aci collusion beha io . Addi ionally, a consequence o a
la ge numbe and concen a ion o ho els is p ice dec eases, allowing lowe -end ou is s
o access highe quali y (To es, 2002). Mo eo e , Falk & Hags en (2015) claim ha a
high numbe o ho els can be compensa ed o by he bene i s associa ed wi h he
endogenous ex e nali ies gene a ed by he co-loca ion o ho els oge he , such as
demand g ow h o educing sea ch cos s (Canina e al., 2005).
The e o e, i is unlikely ha ho elie s ha a e signalling hei supe io quali y wi h he s a
ca ego y a e encou aged o in es in ex a se ices ha a e no expec ed acco ding o
hei ca ego y. In o he wo ds, ollowing Makadok & Ross (2013), ho izon al
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di e en ia ion can be cos ly. Addi ionally, Sil a (2015) ound ha di e en ia ion be ween
ho els hinde s collabo a ion and coope a ion mechanisms be ween ho els, e ec i ely
p e en ing p ices om being aised. Wi h his logic, we hypo hesize:
H4c: Local compe i ion mi iga es he posi i e e ec o ho izon al di e en ia ion on ho el
p ice.
2.5. The mode a ing e ec s o agglome a ion on ho els di e en ia ion
A ho el pa icula geog aphic loca ion is p ima ily a esul o he bene i s associa ed wi h
he ex e nali ies om ela ed i ms being loca ed oge he wi h o he simila business
(Ma shall, 1920). This clus e ing can lead o bene i s endogenously c ea ed by ho els
om inc eased demand h ough educed cos s o consume s, bu also om access o
skilled pe sonnel o specialized se ices (McCann & Fol a, 2008). Mo eo e , Lee (2015)
assumes ha ho el loca ion is a dominan a ibu e in compe i ion among ho els and
analyses subs i u abili y in e ms o dis ance. The e o e, when ho els ea u e simila
quali y, hey compe e in ensely ega dless o he dis ance be ween hem. Only when
he e a e di e ences in quali y does dis ance so en he in ensi y o compe i ion.
Consequen ly, co-loca ed ho els will end o di e en ia e hemsel es om one ano he in
o de o se highe p ices. Also, agglome a ion has p o ed o be a d i e o eWOM wi h
an in e ed U-shape ela ionship (Liu e al., 2018). F om hese a ionales, we
hypo hesize:
H5a: Ho el agglome a ion in ensi ies he posi i e e ec o e ical di e en ia ion as s a
ca ego y on ho el p ice.
H5b: Ho el agglome a ion in ensi ies he posi i e e ec o e ical di e en ia ion as online
epu a ion on ho el p ice.
Bu no always e e y ho el bene i s om co-loca ion. Highe le els o di e en ia ion
p o ide highe le els o pe o mance, bu as agglome a ion inc eases, ho els'
di e en ia ion spill o e o compe i o s (U asun & Gu ié ez, 2017). The e o e, we
hypo hesize:
H5c: Ho el agglome a ion mi iga es he posi i e e ec o ho izon al di e en ia ion on ho el
p ice.
The concep s and hypo hesised ela ionships a e depic ed in Fig. 1.
16
Online Repu a ion×Agglome a ion
0.214
H_Di ×Agglome a ion
0.086*
*p<0.1
**p<0.05
***p<0.01
Conce ning agglome a ion, esul s om bo h me hods indica e ha he a e age dis ance
o ho el compe i o s in he same ho el ca ego y has a signi ican ly nega i e e ec on
oom p ice ha is cons an h oughou he condi ional dis ibu ion o p ice (Table 2). This
nega i e e ec implies ha ho el agglome a ion allows p ices o be aised (H3).
Resul s shows a signi ican ly posi i e in e ac ion be ween ca ego y and compe i ion in
all cases (excep a he 10 h pe cen ile), wi h a cons an e ec h oughou he p ice
dis ibu ion (Table 2), gi ing suppo o H4a. Figu e 2 depic s all signi ican mode a ion
e ec s. Then, he e ec o e ical di e en ia ion based on he ca ego y is in ensi ied wi h
he inc ease in compe i i e in ensi y. Howe e , he in e ac ion be ween online epu a ion
and local compe i ion is only signi ican a he low-p iced quan iles (10 h and 25 h
pe cen iles), wi h a posi i e ela ionship. Thus, H4b is suppo ed by quan ile eg ession,
he eby con i ming he mode a ing e ec o local compe i ion on he e ec o online
epu a ion only o low-p iced ho els. This does no happen o ho els a 10 h pe cen ile,
wi h espec o he ca ego y conside ed as e ical di e en ia ion. The e o e, o low-
p iced ho els loca ed in comme cials zones wi h la ge numbe o compe i o s, online
epu a ion, as e ical di e en ia ion, has a mo e ele an ole han o he es o ho els.
Simila ly, he in e ac ion be ween ho izon al di e en ia ion and local compe i ion is
signi ican only o he 10 h and 25 h pe cen iles wi h a nega i e ela ionship, which
con i ms H4c only o lowe -p iced ho els.
The signi ican ly nega i e in e ac ion (excep a he 50 h pe cen ile) be ween Ca ego y
and Agglome a ion suppo s H5a o a g ea e ex en . On he o he hand, he in e ac ion
be ween agglome a ion and online epu a ion is no signi ican in all cases. The e o e,
H5b is no suppo ed.
Finally, he in e ac ion be ween H_Di and Agglome a ion is signi ican and posi i e in all
cases, which suppo s H5c. Figu e 2 shows ha g ea e agglome a ion educes he
posi i e e ec o ho izon al di e en ia ion on p ice o OLS and he high-p iced quan iles
(75 h and 90 h pe cen iles). Fo he es o pe cen iles, ho izon al di e en ia ion beha es
di e en ly acco ding o he le el o agglome a ion. Thus, he ela ionship be ween
ho izon al di e en ia ion and p ice is nega i e o high le el o agglome a ion, while he
ela ionship is posi i e o low agglome a ion. Consequen ly, unlike e ical
17
di e en ia ion, which has a posi i e e ec and can be in ensi ied wi h agglome a ion and
local compe i ion, ho izon al di e en ia ion does no always p oduce a posi i e e ec on
p ice, since unde high local compe i ion o high agglome a ion, ho izon al di e en ia ion
is posi i e only o he high-p iced quan iles.
Fig. 2.
Mode a ion e ec s o local compe i ion and agglome a ion on he ela ionship be ween
di e en ia ion s a egies and oom p ice: o e all e ec s (OLS) and pe quan ile.
18
5. Conclusions and implica ions
5.1. Conclusions
Mos o he exis ing li e a u e in es iga ed ho el e ical di e en ia ion based only on
o icial ca ego y. Fo ins ance, Table A.1 lis s ele en hospi ali y s udies ha accoun o
e ical di e en ia ion using a hi d pa y assessmen . Then, we in oduce wo c i ical
issues in e ical di e en ia ion o bo h a elle s' booking pa e ns and ho elie s'
decisions: online epu a ion and ho el loca ion. eWOM is in oduced as a quali y signal
complemen ing he con en ional iew o only he s a ca ego y. Also, eigh s udies
conside he online epu a ion as de e minan o p icing. Conce ning ho izon al
di e en ia ion, only one con ibu ion has conside ed he ho izon al di e en ia ion in he
se ice space in a con ex o mul ima ke con ac (Sil a, 2015).
This esea ch empi ically examined he e ec s o e ical and ho izon al di e en ia ion
o explain ho el p icing decisions, conside ing he mode a ing ole o compe i ion and
loca ion. Modelling is ca ied ou assuming ha p icing may ha e a da a dis ibu ion o
simila le els o di e en ia ion.
On he one hand, he s udy p o ides empi ical e idence o he posi i e ole o e ical
di e en ia ion on ho els a es, con i ming ca ego y and online epu a ion as quali y
signals. In addi ion, local compe ence ein o ces he posi i e e ec o he la e only o
lowe -p iced ho els (i.e., economy ho els). E en mo e, when compe i ion is high, e ical
di e en ia ion is he mo e p o i able s a egy. On he o he , ho izon al di e en ia ion is
only e ec i e o upscale ho els (no o budge ho els). This e ec is g ea e when he
ho el is isola ed. Also, his esea ch p o ide suppo o he posi i e consequences o
agglome a ion on p icing.
Co-loca ing wi h o he ho els in a pa icula geog aphic a ea esul s in ne bene i s o all.
Mo e speci ically, a posi i e e ec o ca ego y is ein o ced o clus e ing ho els.
Howe e , he e is no e idence o such beha iou wi h eWOM. I appea s ha
ex e nali ies such as demand access o knowledge sha ing p oduced by he clus e
in ensi ied he e ical di e en ia ion e ec s. Howe e , o he case o ho izon al
di e en ia ion, ex e nali ies can mi iga e he posi i e e ec on p ice, o e en become
nega i e.
Fo e ical di e en ia ion, hough bo h ca ego y and online epu a ion ha e a di ec
ela ionship o ho el a es, hei weigh s g ow in e sely: ca ego y becomes mo e
impo an as a es inc ease, and online epu a ion as a es educe.
As concluding ema ks, we can highligh ha being ‘ he Bes ’ (i.e., e ically
di e en ia ed) always a o d ising a es ei he climbing ca ego y o imp o ing online
19
commen s. This is mo e sui able o midscale and budge ho els. Howe e , being ‘ he
Only one’ (i.e., ho izon ally di e en ia ed) only allows o aise p ices when he ho el is
isola ed o he compe ence is limi ed. This is sui able o upscale and luxu y ho els.
5.2. Theo e ical implica ions
Se e al sound heo e ical, s a egic and me hodological a gumen s a e included o
ex end and gene alise esul s. D awing on Signalling Theo y and in o ma ion asymme y
pe spec i e (Manes & Tche chik, 2018), he i s con ibu ion is o ex end he scope o
e ical di e en ia ion, adding eWOM as a complemen a y quali y signal o ho el
ca ego y. Ano he aluable con ibu ion is iden i ying eWOM as an e ec i e ool o lowe
s a - a ed ho els o aise hei p ices, since low-p iced ho els a e he mos sensi i e o
online epu a ion and i is whe e ca ego y could be less eliable. This esul en ails a new
a enue o he esea ch on eWOM and p icing (e.g., Ab a e & Viglia, 2016) by being a
connec o be ween ca ego y and p icing.
Conce ning ho izon al di e en ia ion, p e ious s udies we e di e gen ega ding o hei
consequences o p icing (e.g. Baldassin e al., 2017; Sole e al., 2019). We conclude
ha o e ing exclusi e se ices bene i s only o highe -p iced ho els. Also, we ex end
Canina e al. (2005) agglome a ion con ibu ion by including compe i ion.
The s udy p o ides a me hodological con ibu ion by building a gene al di e en ia ion
index ha encompasses any ho el se ices dimension, in line wi h U asum & Gu ié ez
(2017). I allows o o e come ex an li e a u e based jus on he a ailabili y o singula
se ices (e.g., Baldassin e al., 2017; La inopoulos, 2018). These s udies ha e
add essed ho el se ices as indi idual a iables wi h a he e ogeneous numbe o
se ices, which makes compa ison di icul . The index de eloped in p esen esea ch
o e akes his app oach and gene alises di e en ia ion measu emen be ween ho els
(i.e., Sil a, 2015). In addi ion, quan ile analysis is jus i ied especially wi h an asymme ic
dependen a iable, as is p icing, as i allows he iden i ica ion o he e ogeneous e ec s
h oughou he dis ibu ion.
Also, we econcile ex an li e a u e (e.g., Bece a e al., 2013; Falk & Hags en, 2015) by
demons a ing ha compe i ion is no necessa y linked o a dec ease in p icing. Ou
indings show a posi i e ole o compe i ion on he ela ionship be ween ca ego y and
p icing. E en mo e, i can s eng hen he posi i e e ec o online epu a ion o lowe -
p iced ho els.
Agglome a ion pe spec i e is shown use ul o explain loca ion decisions, gene alizing
Sil a’s app oach (2016), and highligh ing he bene i s o ho el clus e ing (McCaan &
20
Fol a, 2008). Ou e idences unco e he mul iplie e ec o agglome a ion on ho el
ca ego y.
Resul s con i m ha bo h e ical and ho izon al di e en ia ion s a egies allow ho els
p ices o be aised, hough wi h a di e en pa e n. Ancho ed in signalling and in o ma ion
asymme ies heo ies, he empi ical analysis suppo s he idea ha online epu a ion
explains all he quan iles/p ice le els, p o iding suppo o conside i a quali y signal
complemen ing ho el ca ego y. When ho els a e loca ed in an a ea wi h o he s,
di e en ia ion h ough quali y allows p ices o be aised. Ne e heless, analysis e eals
ha online epu a ion wo ks o inc easing p icing only o low p iced/b anding ho els.
Undoub edly, eWOM is ele an o all segmen s and ca ego ies, bu when compe i ion
is in ense, i is only e ec i e o lowe -p iced ho els. In he case o ho izon al
di e en ia ion, inc eased compe i ion mi iga es he ini ial expec ed bene i s o o e ing
mo e o di e en se ices in low p iced ho els. Thus, i seems ha objec i e quali y
indica o s a e alued by a elle s o all le els, bu when he e a e many al e na i es, in
low p iced ho els o e ing mo e se ices, he e is no pa allel e ec on p ice.
5.3. P ac ical implica ions
Se e al p ac ical insigh s can be d awn om his s udy. Fi s ly, ho elie s should link
loca ion decisions o he compe i i e ad an age con en . T ying o be ‘ he Bes ’ always
u ns ou in bene i s. Howe e , a co po a e beha iou o ien ed o become ‘ he only One’,
ha is, di e en om you di ec compe i o s, could only be in e es ing in limi ed
compe i i e en i onmen s.
Secondly, his esea ch could help o adjus decisions ela ed o p icing s a egies in
ela ion o compe i o s. The upg ading in e ical di e en ia ion always yield aising a es.
The e ec inc eases, as mo e ho els a e loca ed in he same a ea and mo e
geog aphically de ined is he a ea whe e he ho els a e co-loca ed. The ca ego y is qui e
ele an , bu o lowe qua iles (i.e., low-p iced ho els), online epu a ion plays an
addi ional ole. Po en ial cus ome s ely on online commen s o b ing hei decisions o
comple ion. Addi ionally, since online epu a ion is pa icula ly s ong in lowe -p iced
ho els loca ed in high concen a ed a eas, managing social media is a mus . Posi i e
online a ings can u n in highe p ice a es and budge ho elie s can p o i o .
Re enue managemen is cons an ly e ol ing, welcoming news ideas. Abo e
implica ions p o ide some hin s o unde s and he iangle di e en ia ion-alloca ion- a e.
In pa icula , a e accommoda ions ools, o e enue manage s should weigh ca ego y,
online a ings, alloca ion and compe ence acco dingly o he p ice pe cen ile.
21
Finally, his pape sugges s a enues o eal-es a e in es men s analysis, aluing ho el
concen a ion a eas acco ding o he le el o di e en ia ion.
6. Limi a ions and u u e esea ch
Ou s udy ca ies se e al impo an implica ions o ho elie s. Fi s ly, he esul s highligh
he impo ance o online epu a ion o p icing decisions, in pa icula , o low p iced
s a egies. Secondly, his s udy may help ho el manage s o unde s and mo e clea ly he
oppo uni ies a o ded by adding mo e o di e en se ices and he eal impac o
compe i ion. Thi dly, o he esea ch a enues should s udy he link be ween
di e en ia ion and ou ism inno a ion (Hull & Ro henbe g, 2008), o how eWOM can be
in eg a ed in e enue managemen . Fou hly, a numbe o manage ial implica ions o
loca ion in es men s and planning decisions can be d awn om he indings as well.
Finally, compe i ion om a ac i e al e na i es in he hospi ali y ma ke (i.e., sha ing
hospi ali y), o p ospec s o mode a ion o ho el a ac i eness as a eal es a e in es men
(U ban Land Ins i u e, 2019) claim di e en ia ion as a co e s a egy.
The s udy does ea u e se e al limi a ions. Fi s ly, we ha e conside ed eWOM as pa o
e ical di e en ia ion. Howe e , i s alue o a ho izon al ype di e en ia ion is
deba able. This discussion is wo h aking in o accoun . Mo eo e , since eWOM al e s
e enues om chain a ilia ed ho els compa ed o independen ho els (Hollenbeck,
2018), u he esea ch could help o assess he impac o eWOM on e enues by ho el
ca ego y, and, in pa icula , whe he eWOM is e oding b and alue and chain a ilia ion.
Secondly, we ha e no conside ed he le el o sa u a ion o an a ea, which could possibly
a ec p icing. Thi dly, we ha e buil an index o di e en ia ion be ween ho els ha
includes he spec um o se ices. Howe e , i does no accoun o he weigh s o each
se ice. Fou hly, complemen a y leisu e ac i i ies, he i age, o spo ac i i ies, among
o he s, a e ex e nali ies which can also be sou ces o di e en ia ion. We encou age
esea che s o ope a ionalise his sou ce o di e en ia ion. Finally, ano he limi a ion is
ela ed o he s a ic app oach o his modelling, in compa ison o a dynamic app oach
based on a ailable ooms ins ead o ho els pe se.
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