A Demand-Side Analysis of Intellectual Capital in the Accommodation Industry: The Case of the Youth Market in Slovenia

Helena Nemec Rudež


To date, research on intellectual capital (IC) in tourism has dealt with the
supply-side view. This study continues the research into IC and develops a
new perspective dealing with the demand side of IC in the accommodation
industry, focusing on young consumers. On the theoretical ground, the study
adapts the supply-side IC indicators to the demand-side perspective. A
convenience sampling approach is used, and data was collected from 150
students representing the youth market. Exploratory factor analysis (EFA) is
used to identify the dimensions of human, customer and structural capital
of the accommodation industry for the youth market. Five dimensions of IC
perceived by the youth market are identified: ‘Employee attitudes towards
work’ and ‘Employee qualification’ constitute human capital; ‘Connectedness
with guests’ and ‘Accommodation reputation and image’ represent customer
capital, and ‘Structural knowledge’ reflects structural capital for youth in the
accommodation industry.


intellectual capital, accommodation industry, demand-side, youth market, Slovenia

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