Abstract

LUJAN, Michelle; ORTIZ, Annel; CABALLERO, Carlos  and  OVANDO, Catalina. Determining factors of competitiveness in boutique hotels. El periplo sustentable [online]. 2019, n.36, pp.100-133. ISSN 1870-9036.

Boutique hotels represent an innovation of the hotel industry, with a great potential as drivers of global tourism. This research analyzes the 14 boutiques hotels located in the city of Puebla, Mexico; aiming to identify the elements that trigger competitiveness in this kind of hotels. Information collected from TripAdvisor was used to perform a multiple linear regression analysis. Subsequently, results were confronted with the expertise of three leaders of successful boutique hotels. The outcomes showed that the quality in customer service and the use of digital media as part as the marketing strategy of these hotels, are two important drivers of its competitiveness. In contrast, the infrastructure and location of themselves are not decisive of its success. It is rather, the creation of an own concept and the integrity of its services, what differentiates and raises their competitiveness.

Keywords : Boutique hotel; competitiveness; quality; customer service; digital media.

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