Advice from creative consumers: a study of online hotel reviews

Abstract

This study explores what creative consumers are compelled to say about hotels through online reviews. Online reviews are highly influential, with consumers preferring the advice of other consumers over industry experts or information provided by the marketer. Over 7,000 online hotel reviews posted on TripAdvisor were examined, using Leximancer, a content analysis tool.This study provides insights on the factors contributing to guest satisfaction and dissatisfaction in luxury hotels and moderate hotels. It also demonstrates the importance of the information provided by creative consumers, both in terms of market research and as part of an overall marketing communications initiative.

Making sense of text: artificial intelligence-enabled content analysis

“…AI helps researchers to sample content, identify categories and determine causal links between the categories. For marketing research, this aspect of AIenabled content analysis would be beneficial to studies dealing with complex and evolving content such as text analysis of customer reviews (Büschken and Allenby, 2016;Lee, 2014;Lee and Bradlow, 2011) or understanding how consumers view brands through social tags (Nam et al, 2017). Furthermore, in contrast to survey-based studies that by design have predetermined variables and are a typical source of data for research, AI-enabled content analysis can handle similar and greater volumes of more open-ended data in a jointly inductive and qualitative way (Tonidandel et al, 2018;Hannigan et al, 2019).…”

The Impact of Online Review and Price on Consumer’s Hotel Booking Intention at Online Travel Agency: Trust as a Mediating Variable

“…One study states that a 10% increase in the ratings can boost over 5% of online hotel bookings [4]. Online reviews can be considered one of the significant sources to evaluate a hotel before booking since the recommendation of other consumers outweighs those of marketers and industry experts [5]. Online reviews as fundamental sources of information influence booking intention [6].…”

International Scientific Conference “New Challenges in Economic and Business Development – 2022: Responsible Growth” : Proceedings

“…Artificial intelligence helps researchers to select content, to define categories, and to identify causative relationships between the categories. In marketing research, this aspect of content analysis provided by artificial intelligence would be useful in the researches related to complex and changing content, such as customer feedback text analysis (Büschken, Allenby, 2016;Lee, 2014;Lee, Bradlow, 2011) or trying to understand how consumers view brands based on the use of snapshots (Nam, Joshi, Kannan, 2017).…”