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Source publication
ABSTRAK Konsep Virtual Hotel Operator (VHO) mulai masuk di Indonesia sejak tahun 2015. VHO pertama yang masuk dalam pasar Indonesia adalah Nida Rooms, yang kemudian disusul oleh Airy Rooms, RedDoorz, Zen Rooms dan Tinggal. Hal ini menjadikan VHO sebuah konsep baru dan masih belum jelas apakah dianggap sebagai pengganggu atau bukan dalam perkembanga...
Context in source publication
Context 1
... VHO has promises that given to the customer and act as their business tagline. Table 3 shows five VHO slogan or tagline or promises provide to the customer: Aside from tagline or slogan, each VHO also create value provided to the customer or called as service guarantees. All value added act as the competitive advantages. ...
Citations
... The potential of VR in tourism was recognized as early as the 1990s (Williams and Hobson, 1995;Cheong, 1995). VR plays a vital role in sparking travellers' desire to explore and helps them decide on a destination (Tussyadiah et al., 2018;Gibson & O'Rawe, 2018). ...
... Furthermore, VR not only provides immersive experiences but also aids in travel planning and increasing sales. For instance, customers can utilize VR to virtually explore tourist destinations and hotels, helping them make better-informed decisions when making reservations (Wiastuti & Susilowardhani, 2016). While VR has garnered interest in tourism literature for its potential to create unique experiences, there's a gap in understanding tourists' social and emotional responses, particularly within the Moroccan tourism industry. ...
Purpose – Owing to recent technological advancements and the growing use of virtual communication tools, particularly during and after the COVID-19 period, this research has investigated the usefulness of immersive technologies in the hospitality industry. Moreover, this research has obtained a deep and comprehensive understanding of how the metaverse can pose challenges and opportunities for employers and users in the tourism sector. Design/methodology/approach – We utilized an exploratory qualitative approach and conducted interviews with fifteen industry experts who were actively involved in Morocco’s tourism and hospitality sector. Based on the use of a thematic analysis approach, the findings have been presented. Findings – The findings suggest that the metaverse has provided numerous benefits for promoting tourist destinations through immersive and personalized virtual experiences. However, it has also presented challenges related to cost, security, data protection, and accessibility. Overall, this research contributes to the understanding of the possibilities offered by immersive technologies in the field of hospitality and will serve as a foundation for further research in this ever-evolving domain. Originality/value – Extensive research has examined the metaverse’s theoretical applications in tourism and hospitality. However, empirical validation remains scarce. This study addresses this gap, being one of the first in North Africa to leverage qualitative methods for in-depth exploration. We validate theoretical propositions and provide unique insights into the metaverse’s impact on both tourism employers and users. Our analysis informs recommendations for successful hotel adoption, particularly in emerging economies facing a spectrum of opportunities and challenges.
... The growing phenomenon of VHO is an innovative product in the hotel business that is driven by technology. Wiastuti & Susilowardhani (2016) stated, instead of viewing VHO as a disruption, it should be seen as an innovation. VHO is positively impacting the quality of products, creating more value, offering competitive prices, and making them accessible through various channels. ...
Traveling is becoming easier with technology. Tourists can choose and determine the accommodation used to stay. Virtual hotel operators (VHO) help travelers choose lodging according to time, cost and desired location. The aim of this research is to describe the advantages of VHO based on family traveler experiences. The growth of tourist accommodation provides choices that benefit tourists. Every accommodation definitely has a market segment. The formulation of the problem in this research is, what are the advantages of VHO based on the experience of family travelers?. This research was conducted using a qualitative approach. The primary data source was obtained through the experience of family travelers staying at VHO (OYO and RedDoorz) in 3 cities (Solo, Jogja and Jakarta). VHO’s advantages mainly lie in its location close to the main tourist destinations and affordable prices. Because of these two things, several things that are lacking from VHO do not reduce satisfaction and positive impressions from tourists. Some things are lacking, such as the accommodation environment being less than beautiful, no parking area, lack of privacy.
... VHO are a type of smart hotel management companies that utilizes software that can be used to manage and operate hotels. VHO use technology to create service/product, marketing, process and organizational innovations (Wiastuti and Susilowardhani, 2017;Han et al., 2021;Elshaer and Marzouk, 2022). These companies provide customers with an efficient and costeffective way to book rooms and manage their stay. ...
... VHO create more value for hotel owners and help them develop and transform their businesses through technology adoption, staff training, standard operation, interior design, marketing strategies, promotional materials and customer service (Wiastuti and Susilowardhani, 2017;Nugroho and Hati, 2020;Prakarsa et al., 2020;Arreza, 2022). This form of a co-evolutionary business system is characterized by relationships among technologies, institutions and actors, including end-users or customers and communities throughout the entire network (Aarikka-Stenroos and Ritala, 2017). ...
... However, empirical research on VHOs has remained scarce. Previous studies on VHOs have discussed the nature of their businesses (Sharma et al., 2017;Wiastuti and Susilowardhani, 2017), customer perceptions of VHOs (Kurnia and Sulistiani, 2019;Nugroho and Hati, 2020) and technology application (Prakarsa et al., 2020). Only a few discussions have revealed the success factors that benefit the entire network and transform the SMSHs business (Arreza, 2022). ...
This paper identifies the critical success factors (CSFs) of virtual hotel operator (VHO) in using hotel management system partnerships with small- and medium-sized hotels (SMSHs).
Design/methodology/approach
This study uses a qualitative approach, with 25 semi-structured interviews with hotel owners and VHO management. Thematic analysis is used to determine themes to evaluate hotel owners and operators' perceptions.
Findings
CSFs for VHO partnership with SMSHs include marketing and promotion strategies, client relationships, training and human resources development, hotel operation management, innovation strategies, capital expenditures and property management systems (PMSs). VHOs also have a symbolic impact on the mutualistic relationship with SMSHs by increasing service and enhancing product competitiveness and profitability.
Research limitations/implications
Findings are beneficial for VHO in determining the most significant CSFs, thereby establishing additional metrics in business performance and increasing resilience in the accommodation sector. Further studies can measure the digital technology factors from VHO, including PMSs and mobile applications.
Originality/value
This study first identifies CSFs for VHO companies from the perspectives of hotel owners and management. This contribution adds to the literature on CSFs in the context of digital technology implementation in SMSHs. Moreover, implications are beneficial for VHO management in determining the most significant CSFs for companies to measure the business performance of the companies and increase resilience in the accommodation sector
... Not only booking for star rate hotels online, people can also find and book budget hotels online. There are some applications to help people doing that, it is called as Virtual Online Operators (VHO), VHO is an application which is not merely used to book budget hotels online, but also they help the budget hotels to manage and standardized its infrastructure based on VHO's standard (Wiastuti & Susilowardhani, 2016). Since there are ways to book budget hotels online through VHO, therefore, we need to know what the things that could make people intent book budget hotels online. ...
Budget hotel is predicted to be one of the largest market shares in South Asian Market’s hospitality sector, which leads to the birth of Virtual Hotel Operators (VHO), an online platform which specifically offers for budget hotels accommodation. As VHO becomes one of the platforms to be used to book budget hotels online, people are often finding previous comments consumer to consult. Therefore, this research aims to see the influence of Online Consumer Review Dimension towards Purchase Intention via one of VHOs in Indonesia. This research uses descriptive quantitative approach, the data is collected through questionnaire from google form, there were 107 respondents’ chosen using judgmental sampling. The hypothesis testing is done using multiple regressions, using Valence, Volume and Timeliness of Online Consumer Review as independent variable and Hotel Booking Intention as dependent variable. The result shows that Valence, Volume and Timeliness of Online Consumer Review simultaneously influence Hotel Booking Intention through VHO. Meanwhile, only Timeliness influences Hotel Booking Intention through VHO partially. To sum up, the Online Consumer Review is still used as reference before booking hotel online through VHO. Particularly, the Timeliness is quite important, since it could give the timely description about the hotels.
... https://creativecommons.org/licenses/by/4.0 VHO and other related technologies are multibillion-dollar markets in Southeast Asia and have tremendous market potential and increasing influence (Ahmad et al., 2018;Wiastuti & Susilowardhani, 2016). The Virtual Hotel Operator model was born out of an increase in demand for clean and low-cost lodging. ...
... In the hospitality industry, VHOs have many potentials, particularly in terms of increasing sales and quality. A partnership with a VHO and similar technology may be an option only after a thorough examination of the overall environment (Wiastuti & Susilowardhani, 2016;Koutroumanis, 2011). Business model innovation in the hotel sector affects the perspectives of the guests when considering accommodation. ...
This study looked into the influence of the motivational factors among foreign and local tourists who availed the VHO-partnered hotels in Cebu City. The study utilized a descriptive-correlational design to look into the level of influence on the factors of (a) ease of navigation, (b) opportunity to earn points and rewards, (c) availability of affordable pricing, and (d) simplicity of reservation process and varied mode of payments. Three hundred thirty-nine 339 tourists participated in this study. The results showed that level of influence is on the highest degree, while on the difference foreign tourists’ traveling for business and leisure show no significant difference. On one hand, local tourists traveling for business and leisure revealed a significant difference. Furthermore, the comparison of the level of influence between local and foreign tourists, in general, showed a noteworthy significant difference. Further study of VHO in a different setting is recommended to get a better generalization on the VHO topic.
... VHO is a startup in the technology sector, especially the hotel operator sector that collaborates with hotels (generally budget hotels, but has penetrated into villas and star hotels), property owners are offered to register their properties for accommodation [10]. One of the studies regarding VHO is research that focuses on the influence of service quality on customer satisfaction and loyalty of VHO [11]. Then there is a study that aims to analyze the effect of service quality through tangible variables, reliability, responsiveness, assurance, and empathy for consumers staying at hotels in Surabaya [12] . ...
This research is based on the main problem, namely the lack of measurement of the integration of mobile factors in the VHO application. This research is categorized as quantitative research using descriptive methods, and using the technology acceptance model / TAM. The technique used is multiple linear regression, starting with the validity and reliability tests, as well as the heteroscedasticity test. The purpose of this research is to determine how much acceptance of VHO application users based on the Technology Acceptance Model (TAM). This research approach uses a quantitative approach with survey methods. The data collection technique is using a questionnaire that distributed randomly to users of the VHO application. The data analysis method used is descriptive analysis, using multiple linear regression techniques. The results of this study indicate that the variables of mobile perceived compatibility, mobile perceived financial resources, and mobile perceived risk have a simultaneous effect on the mobile variable perceived usefulness, the mobile variable perceived ease of use and the intention to use variable.
... Hadirnya teknologi dengan bentuk Virtual Hotel Operator (VHO) telah sangat membantu menciptakan sistem yang efektif dan efisien pada sektor bisnis perhotelan. VHO adalah sebuah platform daring yang menampilkan daftar berbagai jenis penginapan disuatu daerah sehingga para calon wisatawan dapat mengetahui berbagai hotel pada disuatu daerah (Wiastuti, 2016), melalui VHO calon wisatawan dapat melakukan pemesanan kamar melalui daring, dengan VHO juga para pebisnis memiliki sistem yang lebih terstruktur. Salah satu perusahaan VHO yang terkenal adalah perusahaan OYO Hotels, OYO adalah perusahaan dengan basis teknologi pertama di India yang bergerak dibidang perhotelan (Jesu , 2018). ...
Penelitian ini bertujuan untuk mengetahui adakah pengaruh antara brand image dan experiential marketing sebagai variabel independen terhadap kepuasan pelanggan sebagai varibel dependen pada hotel OYO di Surabaya. Penelitian ini menggunakan metode quantitative dengan responden 110 orang yang berusia 18 – 50 tahun. Kuesioner one-on-one diterapkan pada pelanggan hotel OYO yang pernah menginap minimal 1 kali di hotel OYO di Surabaya. Setelah dilakukan uji validitas dan reliabilitas indikator penelitian, maka dilakukan uji hipotesis. Teknik analisis data yang digunakan adalah regresi linier berganda. Instrumen penelitan berupa observasi, wawancara, dan kuesioner dianalisis menggunakan skala likert. Hasil peenlitian menunjukkan bahwa citra merek tidak berpengaruh terhadap kepuasan konsumen, tetapi berbeda dengan experiential marketing yang berpengaruh positif terhadap kepuasan konsumen. This study aims to research is there any influence between brand image and experiental marketing as independent variable to customer satisfaction as dependent variable in OYO Hotels in Surabaya. This study used quantitavie method and using 110 people as a respondents with a vulnerable age of 18-50 years. In the context of this field research, an one-on-one quistionnare has been applied on customer OYO hotels people who have stay at least 1 time in OYO Hotels in Surabaya. After testing the validation and reliability of the research indicators, a hypothesis test was conducted. The technique to analyse of this research was regression linier. Instrument this research are observation, interview, and questionniare that analyzed using likert scale This research’s result showed that brand image does not influence customer satisfaction, but the different result was founded thah experiential marketing influence significantly to customer satisfaction.
... Menurut Wiastuti et al. (2016), konsep VHO pertama kali diterapkan di Indonesia pada tahun 2015, sedangkan definisi virtual hotel operator menurut Kurnia dan Sulistiani (2019) adalah virtual hotel operator tidak memiliki gedung atau kamar sendiri, tetapi mereka menjual merek sendiri. Hal ini tidak hanya membantu meningkatkan penjualan akan tetapi juga dapat meningkatkan nilai hotel dengan menerapkan manajemen hotel berdasarkan standar virtual hotel operator (Wiastuti et al., 2017). Dalam perkembanganya network orchestrator x telah menjalin partnership dengan hotel konvensional maupun syariah dan telah tersebar pada 33 kota di seluruh Indonesia serta memiliki lebih dari 10.000 kamar. ...
The development of peer-to-peer lodging begins with the presence of Airbnb in 2008 which is connected in 192 countries and served 60 million travelers worldwide. The presence of Airbnb has led to several similar business models, namely the network orchestrator. In Indonesia, network orchestrator x appeared in 2015 with a business model similar to a hotel, but assets in the form of buildings and their contents are owned by partners/third people. Network orchestrator x provides an application system integrated with a smartphone. In this study the questionnaire was distributed to 401 respondents and the number that could be used was 226 questionnaires. This research was conducted by adding two variables to the existing research model which is tangible and intangible variables. Based on the research, factors that significantly affect customer satisfaction are product performance risk, room and bathroom size, staff's helpfulness, accuracy of service, personal attention, and customer satisfaction also significantly influence repurchase intention.
... TAM is used to empirically explore the acceptance of the Mobile Library Application (MLA) with the aim of conveying empirical provisions regarding the acceptance of MLA (Rafique et al., 2020) Supporting this, there is now an online hotel room reservation service provider business, namely VHO (Virtual Hotel Operator). VHO is a start-up in the technology sector, especially the hotel operator sector that collaborates with hotels (generally budget hotels, but has penetrated into villas and star hotels), where property owners are offered to register their property for accommodation (Wiastuti and Susilowardhani, 2017). There have been several studies on VHO, one of which focuses on the effect of service quality on VHO customer satisfaction and loyalty (Basri, 2019), then there is a study that aims to analyses the effect of service quality through tangible, reliability, responsiveness, assurance, and empathy variables. ...
The development of current technology makes people want to book hotel rooms that suit their own needs and desires, then the VHO application in Indonesia comes. This causes the need for a model that is able to measure the extent to which the level of acceptance of VHO applications. The existence of a measurement model for the acceptance of the VHO application will greatly help business people in this field to be able to develop their products and improve the performance of the service products they offer. The purpose of this research is to determine how much acceptance of VHO application users based on the Technology Acceptance Model (TAM). This research approach uses a quantitative approach with survey methods. The data collection technique is using a questionnaire that distributed randomly to users of the VHO application. The data analysis method used is descriptive analysis, using multiple linear regression techniques. The results of this study indicate that the variables of mobile perceived compatibility, mobile perceived financial resources, and mobile perceived system quality have a simultaneous effect on the mobile variable perceived usefulness, the mobile variable perceived ease of use and the intention to use variable.
... Nida rooms, Airy Rooms, RedDoorz, and Zen Rooms). Typically, the business model is offering a broker function for residential owners and travellers who want to rent accommodations, such as houses, apartments, villas, tree houses, campgrounds, or another place to stay, within a specifi ed period (Wiastuti and Susilowardhani, 2017). For example, Airbnb can be an attractive choice for travellers who are more focused on enjoying an outdoor vacation, but, in the same way, it creates a challenge for business hotels, both star-class hotels and non-star hotels (Zervas, Proserpio and Byers, 2017). ...
The purpose of this study is to show the implementation of a feasibility study for the hotel project by using Political, Economic, Social and Technology (PEST) analysis, Porter’s five forces and Resource-Based View (RBV). A case study was conducted in a full-service independent four-star hotel project in Bandung, Indonesia. Direct observation from the researchers in the hotel project and secondary data analysis from related documents are used in the feasibility study report to support the investigation. Finally, the capital budget calculation is being used to recommend the feasibility of the hotel project. As a result, it is apparent that the hotel X investment is feasible to proceed. Some recommendations are given for hotel owners related to the business environment analysis and in creating a feasibility study specially designed for the hotel business. Managerial implication of this study can be useful for companies in making the right decisions in the development or expansion, and to minimise the long-term losses. Limitation of this research is in only analysing one hotel in a four-star classification; further analysis can be applied in a different location, classification, and different types of hotel service.
