The Importance of App Store Optimization (ASO) for Hospitality Applications

  • Juana María Padilla-Piernas
  • María Concepción Parra-MeroñoEmail author
  • Miguel Ángel Beltrán-Bueno
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


We have recently witnessed a digital revolution, which, due to the advent of the Internet and the development of mobile devices, has changed the way the hotel product is promoted, sold and distributed. Mobile applications enable a greater proximity between the users and the hotel chains, since you can only access them if you have previously been a guest at the hotel. Efficient app management can improve user loyalty to the brand. Therefore, any digital strategy that is carried out should consider what factors to implement to optimize the positioning of apps in a highly competitive universe.

This project aims to make known what factors whether internal or external, should be implemented to gain visibility in apps stores. The outcome of this project is to suggest hotels (owners/developers) what features need to be implemented to improve their visibility and, at the same time, provide researchers with more information on a new subject.


App store optimization Android iOS 


  1. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190.Google Scholar
  2. Aswani, R., Ghrera, S. P., Kar, A. K., & Chandra, S. (2017). Identifying buzz in social media: a hybrid approach using artificial bee colony and k-nearest neighbors for outlier detection. Social Network Analysis and Mining, 7(1), 38.Google Scholar
  3. Aswani, R., Kar, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. International Journal of Information Management, 38(1), 107–116.Google Scholar
  4. Barlow, J., & Moller, C. (2004). Una Queja Es un Regalo: Cómo Utilizar la Opinión de Los Clientes para la Mejora Continua. Barcelona: Ed. Grupo Planeta.Google Scholar
  5. Beltrán-Bueno, M. Á., Parra-Meroño, M. C., & Padilla-Piernas, J. M. (2017). Las redes sociales aplicadas al sector hotelero. International Journal of Scientific Management and Tourism, 3(2), 131–153.Google Scholar
  6. Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet. The state of eTourism research. Tourism Management, 29(4), 609–623.CrossRefGoogle Scholar
  7. Chandrashekaran, M., Rotte, K., Tax, S., & Grewal, R. (2007). Satisfaction strength and customer loyalty. Journal of Marketing Research.Google Scholar
  8. Chaudhuri, A., & Holbrook, M. (2001). The chain of effects from brand trust and brand affects to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81–93.CrossRefGoogle Scholar
  9. Chen, M., & Liu, X. (2011). Predicting popularity of online distributed applications: iTunes app store case analysis. In Proceedings of the 2011 iConference (pp. 661–663). Washington: ACM.Google Scholar
  10. Chiappa, G. D., Gallarza, M. G., & Dall’Aglio, S. (2018). A relativistic value-based approach to interpreting e-rating and e-complaining behaviour in the hospitality sector. European Journal of Tourism Research, 18, 13–32.Google Scholar
  11. Choudhury, N. (2014). World Wide Web and its Journey from Web 1.0 to Web 4.0. International Journal of Computer Science and Information Technologies, 5(6), 8096–8100.Google Scholar
  12. D’Ancona, M. A. (1999). Metodología cuantitativa: estrategias y técnicas de investigación social. Madrid: Síntesis.Google Scholar
  13. Dickinson, J. E., Ghali, K., Cherrett, T., Speed, C., Davies, N., & Norgate, S. (2014). Tourism and the smartphone app: Capabilities, emerging practice and scope in the travel domain. Current Issues in Tourism., 17(1), 84–101.CrossRefGoogle Scholar
  14. Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309.CrossRefGoogle Scholar
  15. Fernández-Alles, M. T. F., & Cuadrado-Marqués, R. C. (2014). El impacto de las nuevas tecnologías en el sector turístico: Aplicación de la realidad aumentada al turismo cultural. International Journal of World of Tourism, 1(2), 10–18.CrossRefGoogle Scholar
  16. Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166–181.CrossRefGoogle Scholar
  17. Garg, R., & Telang, R. (2013). Inferring app demand from publicly available data. MIS Quarterly (MISQ), 37(4), 1253–1264.CrossRefGoogle Scholar
  18. Genc-Nayebi, N., & Abran, A. (2017). A systematic literature review: Opinion mining studies from mobile app store user reviews. Journal of Systems and Software, 125, 207–219.CrossRefGoogle Scholar
  19. Grewal, R., Comer, J. M., & Mehta, R. (2001). An investigation into the antecedents of organizational participation in business-to-business electronic markets. Journal of Marketing, 65(3), 17–33.CrossRefGoogle Scholar
  20. Harman, M., Jia, Y., & Zhang, Y. App store mining and analysis: MSR for app stores. In Mining Software Repositories (MSR), 2012 9th IEEE Working Conference (pp. 108-111) (2012).Google Scholar
  21. IAB Spain, Tribal Worldwide, TheTool y PickASO (2017). App Store Optimization 2017. PickASO App Marketing, Servicios App Marketing & ASO at Barcelona (pp. 1–87). Retrieved December 02, 2018, from
  22. Ifrach, B., & Johari, R. (2014). The impact of visibility on demand in the market for mobile apps. Technical report, SSRN working paper.Google Scholar
  23. Jazayeri, B., Platenius, M. C., Engels, G., & Kundisch, D. (2016). Features of IT service markets: A systematic literature review. In International Conference on Service-Oriented Computing (pp. 301–316). Cham: Springer.CrossRefGoogle Scholar
  24. Joachims, T. (2002). Optimizing search engines using click through data. In Proceedings of the Eighth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 133–142). Washington: ACM.CrossRefGoogle Scholar
  25. Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2017). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531–558.CrossRefGoogle Scholar
  26. Kennedy-Eden, H., & Gretzel, U. (2012). A taxonomy of mobile applications in tourism. E-review of Tourism Research, 10(2), 47–50.Google Scholar
  27. Khalid, H. (2014). On the link between mobile app quality and user reviews. Doctoral dissertation, ON, Canada.Google Scholar
  28. Khalid, H., Shihab, E., Nagappan, M., & Hassan, A. E. (2015). What do mobile app users complain about? IEEE Software, 32(3), 70–77.CrossRefGoogle Scholar
  29. Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). New Jersey: Financial Times/Prentice Hall.Google Scholar
  30. Lim, S. L., & Bentley, P. J. (2013). Investigating app store ranking algorithms using a simulation of mobile app ecosystems. In Proceedings of the: 2013 IEEE Congress on Evolutionary Computation (CEC) (pp. 2672–2679).CrossRefGoogle Scholar
  31. Liu, B. (2012). Sentiment analysis and opinion mining. Synthesis Lectures on Human Language Technologies, 5(1), 1–167.CrossRefGoogle Scholar
  32. Liu, X., Ai, W., Li, H., Tang, J., Huang, G., Feng, F., & Mei, Q. (2017). Deriving user preferences of mobile apps from their management activities. ACM Transactions on Information Systems (TOIS), 35(4), 39.CrossRefGoogle Scholar
  33. Martín-Sánchez, M., Miguel-Dávila, J. A., y López-Berzosa, DM-tourism: las apps en el sector turístico. In Proceedings of the TuriTec 2012. Congreso Turismo y Tecnologías de la Información y las Comunicaciones. Málaga: Facultad de Turismo, Universidad de Málaga, pp. 407–424 (2012).Google Scholar
  34. McCann, T. (2011). The art of the app store: The business of Apple development. Indianapolis, IN: John Wiley & Sons.Google Scholar
  35. Mudambi, S. M., & Schuff, D. (2010). Research note: What makes a helpful online review? A study of customer reviews on MIS Quarterly, 185–200.Google Scholar
  36. Nadda, V. K., Dadwal, S. S., & Firdous, A. (2015). Social media marketing. Handbook of research on integrating social media into strategic marketing. Hershey, PA: IGI Global.Google Scholar
  37. O’Reilly, T. (2004). Tim O’Reilly on What is Web 2.0? Retrieved December 15, 2018, from
  38. Ott, M., Cardie, C., & Hancock, J. (2012). Estimating the prevalence of deception in online review communities. In Proceedings of the 21st World Wide Web Conference (pp. 201–210).Google Scholar
  39. Paniagua, F. J., & Huertas, A. (2018). El contenido en los medios sociales de los destinos turísticos y la búsqueda de información de los usuarios. Cuadernos de Turismo, 41, 513–534.Google Scholar
  40. Parra-Meroño, M. C., Beltrán-Bueno, M. A., & Padilla-Piernas, J. M. (2017). El Fenómeno Web 2.0 Aplicado al Sector Hotelero. International Journal of Scientific Management and Tourism, (3-4), 301–320.Google Scholar
  41. Parra-Meroño, M. C., Padilla-Piernas, J. M., & Beltrán-Bueno, M. A. (2018). Estudio comparativo del comportamiento de queja de los usuarios de la aplicación hotelera Accor para iOS. International Journal of Information Systems and Tourism (IJIST), 3(2), 53–65.Google Scholar
  42. Plastic Mobile. (2013). The science behind mobile design. Plastic Mobile-True Impact Marketing.Google Scholar
  43. Puchalt, M.; De Salas, M. I. & Ros, V. J. (2017). Factores de éxito en la estrategia de optimización y posicionamiento de las aplicaciones móviles. Análisis comparado entre App Store (iOS) y Play Store (Android). Doctoral dissertation. Universidad CEU Cardenal Herrera, Valencia, Spain.Google Scholar
  44. Radde, B. (2017). Digital guest experience: Tools to help hotels to manage and optimize the digital guest experience. Hamburg: Tredition.Google Scholar
  45. Sánchez-Jiménez, M. Á., Fernández-Alles, M. T., & Mier-Terán, J. J. (2018). Revisión teórica del marketing en los medios sociales: Antecedentes y estado de la cuestión. Revista de Estudios Empresariales. Segunda Época, 1, 42–57.Google Scholar
  46. Sayapina, D. (2018). Attracting mobile game users in foreign markets: Case study: The Russian Mobile Game Market. Doctoral dissertation. Helsinki: Helsinki Metropolia University of Applied Sciences.Google Scholar
  47. Scott, D. (2007). The new rules of marketing and PR: How to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly. New York: John Wiley & Sons.Google Scholar
  48. Shareef, M. A., Dwivedi, Y. K., & Kumar, V. (2016). Mobile marketing channel: Online consumer behavior. Cham: Springer.CrossRefGoogle Scholar
  49. Tuten, T. L., & Solomon, M. R. (2015). Social media marketing (2nd ed.). London: Sage Limited.Google Scholar
  50. Wells, W. H. (2011). Social media and social networking: What’s the difference? Retrieved December 18, 2018, from
  51. Wikipedia (2016a). Social networking service. Wikipedia: The Free Encyclopedia. Retrieved December 18, 2018, from
  52. Wikipedia (2016b). Social media. Wikipedia: The Free Encyclopedia. Retrieved December 18, 2018, from

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Juana María Padilla-Piernas
    • 1
  • María Concepción Parra-Meroño
    • 1
    Email author
  • Miguel Ángel Beltrán-Bueno
    • 1
  1. 1.San Antonio Catholic University (UCAM), Avenida Los Jerónimos s/nGuadalupe (Murcia)Spain

Personalised recommendations