Blanas, G; Kilindri, S; Chrysikou, E; (2016) Business Modelling of a Dementia Friendly Hotel. In: Proceedings of the 4th International Conference on Contemporary Marketing Issues (ICCMI). (pp. pp. 427-430). International Conference on Contemporary Marketing Issues: Heraklion, Greece.

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Abstract

The dementia challenge has been recognised as one of the future trends for the hotel business in the Dementia Project by Okada, Igarashi, Nomura & Tokuda (2013) who refer to the need for travel and stay in hotels as a significant factor for wellbeing. The paper describes the Business Model generation process of a hotel business that is offering short term hospitality to customers suffering from Dementia and to their caregivers. The standard canvas of Osterwalder & Pigneux (2009) is being adopted for business model analysis. The model is analysed and evaluated according to possible alternative market scenarios. Conclusions provide some initial insights provided by international developments in the area, after discussions with 17 groups of business administration students who went through two dementia awareness lectures as part of groupwork on quality management requirements by businesses with dementia customers and interviews and group discussions with twelve caregivers that took place at the Entrepreneurship Living Lab of the TEI of Thessaly, Greece. Possible strategic decisions in the hotel business that relate to the selections and evaluations being analysed are identified.

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