IDEAS home Printed from https://ideas.repec.org/a/spr/infott/v16y2016i1d10.1007_s40558-015-0033-0.html
   My bibliography  Save this article

Perceptual mapping of hotel brands using online reviews: a text analytics approach

Author

Listed:
  • Matthew Krawczyk

    (Virginia Tech)

  • Zheng Xiang

    (Virginia Tech)

Abstract

Product perceptual mapping in the lodging industry has largely relied on survey and focus group methods to represent consumer perceptions of how the hotel product compares to one another. The more recent availability of online reviews represents a potentially powerful source of data that can be used to provide insights into how brands are perceived. This study uses a text analysis approach to create perceptual maps from the most frequent terms used in a data set collected from an online travel agency. These maps show not only the ability for text analytics to produce insights on brands, but also their potential for understanding how brands are able to be differentiated in the minds of consumers. The findings indicate that consumers perceive brands to be positioned similar to the structure defined by the industry. Brands were shown to be associated with terms indicative of the class of hotel that formed the majority of the brand. This suggests that online consumer reviews can be used to represent the level of differentiation between hotel brands and thus, are a useful source for understanding the market structure of the hotel industry. Implications for both research and practice are also discussed.

Suggested Citation

  • Matthew Krawczyk & Zheng Xiang, 2016. "Perceptual mapping of hotel brands using online reviews: a text analytics approach," Information Technology & Tourism, Springer, vol. 16(1), pages 23-43, March.
    • Handle: RePEc:spr:infott:v:16:y:2016:i:1:d:10.1007_s40558-015-0033-0
    DOI: 10.1007/s40558-015-0033-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40558-015-0033-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40558-015-0033-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Pechmann, Cornelia & Ratneshwar, S, 1991. "The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 145-160, September.
    2. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    3. Jeremy Ginsberg & Matthew H. Mohebbi & Rajan S. Patel & Lynnette Brammer & Mark S. Smolinski & Larry Brilliant, 2009. "Detecting influenza epidemics using search engine query data," Nature, Nature, vol. 457(7232), pages 1012-1014, February.
    4. Oded Netzer & Ronen Feldman & Jacob Goldenberg & Moshe Fresko, 2012. "Mine Your Own Business: Market-Structure Surveillance Through Text Mining," Marketing Science, INFORMS, vol. 31(3), pages 521-543, May.
    5. Xiang, Zheng & Pan, Bing, 2011. "Travel queries on cities in the United States: Implications for search engine marketing for tourist destinations," Tourism Management, Elsevier, vol. 32(1), pages 88-97.
    6. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Michela Fazzolari & Marinella Petrocchi, 2018. "A study on online travel reviews through intelligent data analysis," Information Technology & Tourism, Springer, vol. 20(1), pages 37-58, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yang, Xin & Pan, Bing & Evans, James A. & Lv, Benfu, 2015. "Forecasting Chinese tourist volume with search engine data," Tourism Management, Elsevier, vol. 46(C), pages 386-397.
    2. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "Can Google Trends data provide information on consumer’s perception regarding hotel brands?," Information Technology & Tourism, Springer, vol. 24(1), pages 57-83, March.
    3. Vinaitheerthan Renganathan & Amitabh Upadhya, 2021. "Dubai Restaurants: A Sentiment Analysis of Tourist Reviews," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 165-174.
    4. Olivier Gergaud & Victor Ginsburgh, 2016. "Evaluating the Economic Effects of Cultural Events," Working Papers ECARES ECARES 2016-24, ULB -- Universite Libre de Bruxelles.
    5. Dinis, Gorete & Costa, Carlos & Pacheco, Osvaldo, 2019. "Composite Indicator for measuring the world interest by Portugal’s Tourism," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 7(1), pages 39-52.
    6. Silvia Ranfagni & Matilde Milanesi & Simone Guercini, 2023. "An online research approach for a dual perspective analysis of brand associations in art museums," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 149-167, March.
    7. Punj, Girish & Moon, Junyean, 2002. "Positioning options for achieving brand association: a psychological categorization framework," Journal of Business Research, Elsevier, vol. 55(4), pages 275-283, April.
    8. Verma, Sanjeev & Yadav, Neha, 2021. "Past, Present, and Future of Electronic Word of Mouth (EWOM)," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 111-128.
    9. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    10. David H Chae & Sean Clouston & Mark L Hatzenbuehler & Michael R Kramer & Hannah L F Cooper & Sacoby M Wilson & Seth I Stephens-Davidowitz & Robert S Gold & Bruce G Link, 2015. "Association between an Internet-Based Measure of Area Racism and Black Mortality," PLOS ONE, Public Library of Science, vol. 10(4), pages 1-12, April.
    11. Tao Liu & Ying Zhang & Huan Zhang & Xiping Yang, 2021. "A Methodological Workflow for Deriving the Association of Tourist Destinations Based on Online Travel Reviews: A Case Study of Yunnan Province, China," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    12. Gal-Tzur, Ayelet & Grant-Muller, Susan M. & Kuflik, Tsvi & Minkov, Einat & Nocera, Silvio & Shoor, Itay, 2014. "The potential of social media in delivering transport policy goals," Transport Policy, Elsevier, vol. 32(C), pages 115-123.
    13. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    14. Xiaoli Wang & Shuangsheng Wu & C Raina MacIntyre & Hongbin Zhang & Weixian Shi & Xiaomin Peng & Wei Duan & Peng Yang & Yi Zhang & Quanyi Wang, 2015. "Using an Adjusted Serfling Regression Model to Improve the Early Warning at the Arrival of Peak Timing of Influenza in Beijing," PLOS ONE, Public Library of Science, vol. 10(3), pages 1-14, March.
    15. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    16. Sharma, Mahak & Antony, Rose & Sehrawat, Rajat & Cruz, Angel Contreras & Daim, Tugrul U., 2022. "Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services," Technology in Society, Elsevier, vol. 68(C).
    17. Ishani Chaudhuri & Parthajit Kayal, 2022. "Predicting Power of Ticker Search Volume in Indian Stock Market," Working Papers 2022-214, Madras School of Economics,Chennai,India.
    18. Kuchler, Theresa & Russel, Dominic & Stroebel, Johannes, 2022. "JUE Insight: The geographic spread of COVID-19 correlates with the structure of social networks as measured by Facebook," Journal of Urban Economics, Elsevier, vol. 127(C).
    19. Markowitz, Sara & Nesson, Erik & Robinson, Joshua J., 2019. "The effects of employment on influenza rates," Economics & Human Biology, Elsevier, vol. 34(C), pages 286-295.
    20. Yanlong Guo & Jiaying Yu & Han Zhang & Zuoqing Jiang, 2022. "A Study on Cultural Context Perception in Huizhou Cultural and Ecological Reserve Based on Multi-Criteria Decision Analysis," Sustainability, MDPI, vol. 14(24), pages 1-20, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infott:v:16:y:2016:i:1:d:10.1007_s40558-015-0033-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.