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Measuring Online Destination Image, Satisfaction, and Loyalty: Evidence from Barcelona Districts

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  • Estela Marine-Roig

    (Senior Lecturer, Department of Business Management, University of Lleida, 25003 Lleida, Catalonia, Spain)

Abstract

The relationships between destination image and tourist satisfaction and loyalty have been studied extensively through surveys. This study aims to measure these constructs through big data analytics by going one step further in a line of research undertaken 8 years ago. The data source is content generated by travelers and shared on social media regarding the 10 districts of the city of Barcelona (Catalonia): more than 750,000 online travel reviews (OTRs) hosted on the Airbnb platform. This study also explores a relationship demonstrated by numerous researchers through surveys: the impact of destination image on tourist loyalty through satisfaction. However, the results are not satisfactory due to the great weight of the lodging price variable that unbalances the relationship. For example, the first district in the ranking of cognitive image categories is also the first in the ranking of average scores and of positive feelings and moods. However, the last two districts in the ranking of cognitive categories are the first in the rankings of satisfaction, positive recommendations, and cheaper prices. Additionally, the findings show that the location of the accommodation significantly determines the theme of the OTR narrative. Moreover, the results confirm previous studies on the exaggerated positivity of peer-to-peer accommodation scores: only 0.92% of 15,625 rated properties had negative overall scores.

Suggested Citation

  • Estela Marine-Roig, 2021. "Measuring Online Destination Image, Satisfaction, and Loyalty: Evidence from Barcelona Districts," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-17, January.
    • Handle: RePEc:gam:jtourh:v:2:y:2021:i:1:p:4-78:d:480409
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    References listed on IDEAS

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    1. Sunyoung Hlee & Hanna Lee & Chulmo Koo, 2018. "Hospitality and Tourism Online Review Research: A Systematic Analysis and Heuristic-Systematic Model," Sustainability, MDPI, vol. 10(4), pages 1-27, April.
    2. Kumar, V. & Pozza, Ilaria Dalla & Ganesh, Jaishankar, 2013. "Revisiting the Satisfaction–Loyalty Relationship: Empirical Generalizations and Directions for Future Research," Journal of Retailing, Elsevier, vol. 89(3), pages 246-262.
    3. Gutiérrez, Javier & García-Palomares, Juan Carlos & Romanillos, Gustavo & Salas-Olmedo, María Henar, 2017. "The eruption of Airbnb in tourist cities: Comparing spatial patterns of hotels and peer-to-peer accommodation in Barcelona," Tourism Management, Elsevier, vol. 62(C), pages 278-291.
    4. Estela Marine-Roig, 2017. "Measuring Destination Image through Travel Reviews in Search Engines," Sustainability, MDPI, vol. 9(8), pages 1-18, August.
    5. Mick, David Glen, 1986. "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 196-213, September.
    6. Jinsoo Hwang & Muhammad Asif & Kwang-Woo Lee, 2020. "Relationships among Country Image, Tour Motivations, Tour Quality, Tour Satisfaction, and Attitudinal Loyalty: The Case of Chinese Travelers to Korea," Sustainability, MDPI, vol. 12(8), pages 1-19, April.
    7. Estela Marine-Roig & Salvador Anton Clavé, 2016. "A detailed method for destination image analysis using user-generated content," Information Technology & Tourism, Springer, vol. 15(4), pages 341-364, January.
    8. Estela Marine-Roig & Berta Ferrer-Rosell & Natalia Daries & Eduard Cristobal-Fransi, 2019. "Measuring Gastronomic Image Online," IJERPH, MDPI, vol. 16(23), pages 1-21, November.
    9. Estela Marine-Roig, 2019. "Destination Image Analytics Through Traveller-Generated Content," Sustainability, MDPI, vol. 11(12), pages 1-23, June.
    10. Igor Calzada, 2018. "(Smart) Citizens from Data Providers to Decision-Makers? The Case Study of Barcelona," Sustainability, MDPI, vol. 10(9), pages 1-25, September.
    11. Brijs, Kris & Bloemer, Josée & Kasper, Hans, 2011. "Country-image discourse model: Unraveling meaning, structure, and function of country images," Journal of Business Research, Elsevier, vol. 64(12), pages 1259-1269.
    12. Eva Martin-Fuentes & Jorge Nieto Ferrando & Estela Marine-Roig & Berta Ferrer-Rosell, 2020. "From Blockbuster to Neighbourhood Buster: The Effect of Films on Barcelona," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    13. Tae-Hyoung Tommy Gim, 2018. "Tourist Satisfaction, Image, and Loyalty from an Interregional Perspective: An Analysis of Neighboring Areas with Distinct Characteristics," Sustainability, MDPI, vol. 10(4), pages 1-18, April.
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    Cited by:

    1. Galina Ilieva, 2022. "The Impact of Social Media on the Destination Image Formation and Tourist Behavior," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 11(1), pages 58-66, April.

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