Elements of behavioural economics as a tool for hotel managers in Poland
Authors:   WSB Merito Poznań University, Kściuczyk Katarzyna , Kraczla Magdalena ,   WSB Merito Poznań University
Published: October 2024

Purpose: The purpose of this article is to present findings on the use of behavioural economics elements on the websites of Polish hotels. Design/methodology/approach: This article presents how Polish hotels use elements of behavioural economics to increase website effectiveness and encourage users to book a hotel service, and thus achieve the company's business goals. The research method used is an exploratory content analysis of the websites of selected hotels in Poland. Findings: Some Polish hotels use elements of behavioural economics, and thus attempt to increase the number of bookings through their own/indirect booking channels - including the website. However, there is an area to be developed - many sites have identified areas where popular cognitive biases can be further exploited and thus work to increase conversions from the website. It was noted that the ability to exploit some elements of influence depends on the software that hoteliers use (usually the booking system - booking engine). Research limitations/implications: It would be advisable to continue the consideration based on a study of the use of behavioural economics elements on hotel websites on a larger scale and to test the effectiveness of individual measures (for example through A/B tests on the websites). In addition, since cognitive errors are not only experienced by consumers, but also by managers, an area for investigation regarding the impact of cognitive errors on managerial decisions is also suggested. Specific theoretical constructs allow for a good description of the mechanisms under investigation, creating an innovative research space in the field of management science and quality. Practical implications: Identifying and analysing the behavioural economics elements used on hotel websites, can shape the research space for determining the relationship between the use of these elements and the effectiveness of the website as one of the channels that achieves the company's business objective. Subsequently, enable managers to create effective communication on websites to increase the number of accommodation bookings through this channel. Social implications: with knowledge of cognitive errors, a manager can create effective marketing strategies, make better decisions and better manage his or her team. Originality/value: The websites of Polish hotels were reviewed, identifying the most common elements using behavioural economics. It was noted that Polish hotels use these elements to a limited extent. Examples of cognitive biases that are not yet or rarely used by hoteliers on their websites and could help to increase direct bookings were identified. In addition to theoretical knowledge, the article draws on the authors' many years of experience in the topic of management, including in the hotel industry. Keywords: manager, people management, organisation, hotel management, hotel marketing, behavioural economics, cognitive errors. Category of the paper: viewpoint, case study.