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- Lee, Linda, 1959-
(författare)
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Advice from creative consumers : a study of online hotel reviews
- 2014
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Ingår i: International Journal of Technology Marketing. - : InderScience Publishers. - 1741-878X .- 1741-8798. ; 9:1, s. 53-71
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Tidskriftsartikel (refereegranskat)abstract
- 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.
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