Advice from creative consumers: a study of online hotel reviews
2014 (English)In: International Journal of Technology Marketing, ISSN 1741-878X, E-ISSN 1741-8798, Vol. 9, no 1, 53-71 p.Article in journal (Refereed) Published
This studyexplores what creative consumers are compelled to say about hotels throughonline reviews. Online reviews arehighly influential, with consumers preferring the advice of other consumersover industry experts or information provided by the marketer. Over 7,000 online hotel reviews posted onTripAdvisor were examined, using Leximancer, a content analysis tool. This study provides insights on the factorscontributing to guest satisfaction and dissatisfaction in luxury hotels andmoderate hotels. It also demonstrates theimportance of the information provided by creative consumers, both in terms ofmarket research and as part of an overall marketing communicationsinitiative.
Place, publisher, year, edition, pages
InderScience Publishers, 2014. Vol. 9, no 1, 53-71 p.
online hotel reviews, content analysis, TripAdvisor, Leximancer, hotel chains, e-word-of-mouth, consumer-generated content, user-generated content, creative consumers
Economics and Business Educational Sciences Law Media and Communications Other Social Sciences Political Science Psychology Social and Economic Geography Sociology
IdentifiersURN: urn:nbn:se:kth:diva-137000DOI: 10.1504/IJTMKT.2014.058083OAI: oai:DiVA.org:kth-137000DiVA: diva2:678134
QC 201312112013-12-112013-12-102016-05-17Bibliographically approved