A Model of Market Positioning of Destinations Based on Online Customer Reviews of Lodgings

Rodríguez‐Díaz, Manuel; Rodríguez-Díaz, Rosa; Rodríguez-Voltes, Ana Cristina; Rodríguez-Voltes, Crina Isabel

doi:10.3390/su10010078

Cited by 16 publications

(22 citation statements)

References 82 publications

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“…Therefore, a gap analysis is performed to define the key aspects that must be managed in order to create and maintain a powerful reputation and image in the companies' communication. Since this subject is too complex to be implemented in distinct sectors and ambits, different lines of research are proposed to expand this new critical line of study.As online reputation is becoming a critical factor for the level of income of companies, it is necessary to develop a communication strategy to achieve the economic sustainability of tourism or e-commerce firms [36,37] and tourist destinations [38,39]. At present, it is necessary to consider the model for measuring the quality of customer service due to technological and communications development.…”

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confidence: 99%

“…As online reputation is becoming a critical factor for the level of income of companies, it is necessary to develop a communication strategy to achieve the economic sustainability of tourism or e-commerce firms [36,37] and tourist destinations [38,39]. At present, it is necessary to consider the model for measuring the quality of customer service due to technological and communications development.…”

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confidence: 99%

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Gap Analysis of the Online Reputation

2018

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Online reputation is a strategic element of firms' competitiveness. Companies need to manage their reputations and the image that they communicate through the Internet. This paper proposes a model to determine the main aspects that define a competitive online reputation: coherence, veracity, and intensity. The traditional methods that have been used to determine service quality must be adapted to new digital developments and their effects on customers' behavior. Therefore, a gap analysis is performed to define the key aspects that must be managed in order to create and maintain a powerful reputation and image in the companies' communication. Since this subject is too complex to be implemented in distinct sectors and ambits, different lines of research are proposed to expand this new critical line of study.As online reputation is becoming a critical factor for the level of income of companies, it is necessary to develop a communication strategy to achieve the economic sustainability of tourism or e-commerce firms [36,37] and tourist destinations [38,39]. At present, it is necessary to consider the model for measuring the quality of customer service due to technological and communications development. While the method for measuring quality has been based on internal surveys of companies carried out among their customers [9], the rise of opinion portals on the Internet has led to a new way of measuring the quality of service in an open way and shared with other users. In addition, the impact on demand is so high that it is critical for managers to guide their decisions to improve their online reputation [3,5,7].The objective of this study is to propose a model to determine the gaps that managers must take into account to achieve an effective reputation on the web. This methodology is designed to improve the analysis and decisions made by practitioners and serve as a source of information for researchers. The methodology and evaluations proposed can be applied to sectors with high Internet communication activity, such as hospitality and e-commerce. In order to achieve this objective, the next section presents a literature review with the aim of formulating a model for gap analysis of the online reputation in the methodology section. Finally, the main conclusions and future research focused on developing this line of research are presented.

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Gap Analysis of the Online Reputation

2018

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“…One of the main problems faced by lodging managers is how to set prices based on the online reputation determined by customers (Rodríguez-Díaz et al 2018). From a practical point of view, this is an essential objective that requires technological tools to facilitate constant price updating .…”

Section: Literature Reviewmentioning

confidence: 99%

Tourism Destination Management

Rodríguez‐Díaz¹,

Espino‐Rodríguez²

2019

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In order to capture the value of cultural creativity, this study explored regional cultural creativities with different creative forms to understand how people interpret and interact with various regional cultural creative images. This was done by analyzing the abstract (performance) type of cultural creativity and the figurative (commodity) type of cultural creativity, in order to understand how existing regional cultural creativities operate information threads in social media, and how the different forms of content may lead to different levels of participation and feedback. The Cloud Gate Dance Theater can be taken as an example of an abstract cultural creation (performance type), and Green-in-hand as an example of a figurative cultural creativity (commodity type). In this study, all user page content for the period 1 January 2011, to 31 December 2018, and the number of user comments for each post were analyzed, for a total of 4784 posts. Computer science, data mining, big data, and social network analysis were combined to verify the findings of the analyses. Through an application programming interface (API), data and information in social media is extracted. Then data filtering, storage, and analysis is performed with meaningful information extracted for interpretation and for use in text mining to explore the relationship with the public based on content attributes. This study first verifies that the regional image is consistent with the social image location. Second, the information cues results found that information cues could be organized into region personality through any direct or indirect contact. Third, emotional clues can evoke emotions and self-expression, which is seen as an important clue to region emotions. In addition, this study also provides a conceptual framework for understanding how different forms of information, in regards to social management of existing regional cultural creativities, leads to varying levels of participation. Understanding the form of information is a key factor in the acceptance of information by the public. It is a reminder for cultural and creative institutions of the importance of text and images, and of figurative and abstract information planning in social content. In order to improve the competitiveness of the destination, using content interaction through social media to create and enhance a strong brand image is important.

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“…However, there has not been much research on the relationship between prices and the online reputation of accommodations, measured in different ways (e.g., quality of service, value, and added value). The research on prices in tourism has focused on analyzing different aspects, such as price asymmetry (Lee and Jang 2013), the identification of factors influencing price evolution (Lee 2011), the effect of discounts (Croes and Semrad 2012;Blal and Graf 2013), dynamic pricing strategies (Abrate et al 2012), the impact of oil prices on tourism (Lennox 2012), the relationship between hotel room prices and location (Zhang et al 2011), the impact of advertising on pricing and profit in the tourism supply chain (Jena and Jog 2017), the relationships with the category of lodgings (Israeli 2012;Tanford et al 2012), price elasticity of the lodging demand depending on advertising (Chen et al 2015), customers' price perceptions (Kleinsasser and Wagner 2011;Masiero and Nicolau 2012b), pricing determinants in hotels (Hung et al 2010;Espinet et al 2003), the competitive positioning of lodgings (Rodríguez-Díaz et al 2015, 2018, the importance of price in hotel selection (Lockyer 2005), and the relationship between the room rate and lodging performance (Qu et al 2002;Enz et al 2009;Ye et al 2009;Chen et al 2011;Noone et al 2011;Chen and Chang 2012;Xie et al 2014). Jena and Jog (2017) regard the seasonality of tourist markets as a decisive factor in the price variable.…”

Section: Introductionmentioning

confidence: 99%

“…In this context, tourism is an unmodifiable service and causes problems due to cancellations or overbooking. Rodríguez-Díaz et al (2018) show the differences between the prices of lodgings in high season and low season, considering price alterations within each season. All of this means that managers have to make dynamic and constant decisions in order to achieve the desired results.…”

Section: Introductionmentioning

confidence: 99%

Determining the Relationships between Price and Online Reputation in Lodgings

Rodríguez‐Díaz

Rodríguez-Voltes²,

Rodríguez-Voltes³

2019

Administrative Sciences

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Currently, lodgings' competitiveness depends on pricing, based on the online reputation measured by quantitative scales of variables. The purpose of this article is to analyze the different prices set by lodgings by season in relation to the variables that measure their online reputation. This is an essential aspect in determining prices competitively in a constantly changing market. The study analyzes the offer of three tourist destinations (Gran Canaria and Tenerife in Spain and Agadir in Morocco) and online customer reviews on the quality of service, value, and added value obtained from Booking.com. Bivariate regressions with different functions were carried out to determine which one best matches these variables to the prices. The results show that added value has the greater relationship with prices. The cubic and quadratic functions have the best fit between quality of service and added value with regard to lodging prices. Based on the results obtained, it is possible to determine the most competitive prices lodgings can set depending on the quality of service and the added value offered to customers. To the extent that destinations from different countries are analyzed, the research reaches an international scope that is in line with the competitive reality of the tourism market.

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A Model of Market Positioning of Destinations Based on Online Customer Reviews of Lodgings

Cited by 16 publications

References 82 publications

Gap Analysis of the Online Reputation

Gap Analysis of the Online Reputation

Tourism Destination Management

Determining the Relationships between Price and Online Reputation in Lodgings

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