Determination the competitiveness of a hotel based on ratings of its characteristics on the example of Aktau city

Abstract

The hotel industry is developing dynamically in the Mangistau region in recent years. As a result, the competitive environment is strengthened in this area. Thus, it becomes harder for some hotels to operate due to increased competition. Determining the competitiveness of hotels is very important for managers in creating effective strategies to protect market positions and promote their business. This article uses statistical methods to compare hotels. Data from Booking.com was used to analyze and compare the ratings of six hotels. First of all, there was collected general data about the hotel. Many guest reviews were compared. The authors determined the segment of tourists of each hotel. Further, there was determined the stability of quality hotel service in a competitive environment using the standard deviation method. Third, analyzing the importance of the characteristics of a hotel for consumers, there was developed a perception map to demonstrate and compare six hotels and their differences in eight characteristics. The proposed methods are useful for researchers and hotel managers in assessing the competitiveness of hotels and identifying important characteristics that need to be improved in order to significantly attract potential customers.