A Demand-Side Analysis of Intellectual Capital in the Accommodation Industry: The Case of the Youth Market in Slovenia
Povzetek
Raziskave o intelektualnem kapitalu (IK) v turizmu so se do sedaj ukvarjale s pogledom s strani ponudbe. Članek nadaljuje z raziskovanjem IK s strani povpraševanja v nastanitveni dejavnosti, s poudarkom na mladih potrošnikih. Pričujoča raziskava na osnovi teoretičnih izhodišč ponudbene strani IK prilagaja kazalnike IK strani povpraševanja. Uporabljen je pristop priložnostnega vzorčenja. Podatki za raziskavo so bili zbrani s strani 150 študentov, ki predstavljajo trg mlajših potrošnikov. Eksploratorna faktorska analiza (EFA) je uporabljena za identificiranje dimenzij človeškega, odjemalskega in strukturnega kapitala v nastanitveni dejavnosti. Identificiranih je pet dimenzij IK, ki so zaznani s strani mlajših potrošnikov: "Odnos zaposlenih do dela" in "Kvalifikacija zaposlenih" predstavljata človeški kapital; "Povezanost z gosti" in "Ugled in imidž nastanitve" predstavljata odjemalski kapital, "Strukturirano znanje" pa odraža strukturni kapital za mlajše potrošnike v nastanitveni dejavnosti.
Prenosi
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