Branding luxury hotels: Evidence from the analysis of consumers' "big" visual data on TripAdvisor.

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Publisher: Elsevier B.V.
Document Type: Report; Brief article
Length: 224 words

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Keywords Brand management; Luxury brand; Luxury hotels; Consumer behavior; Visual data analytics; Big data Abstract The aim of this paper is to understand consumers' perception of luxury hotel brands. To this end, the research evaluates consumers' "big" visual data on TripAdvisor through a machine learning approach. Results shed light on the significant part of non-textual elements of the hotel experience such as pictures, which cannot be explored through traditional methods as content analysis. In particular, the analysis of 7,395 consumers' pictures leads to the identification of the attributes that had the higher impact on their experience. These attributes emerged as specific features of interior elements of the hotels (rooms and restaurant). Finally, the study shows how big data analytics and machine learning algorithms can (i) help monitoring social media and understand consumers perception of luxury hotels through the new analysis of visual data, and (ii) turn into better brand management strategies for luxury hotel managers. Author Affiliation: (a) Department of Physics, University of Calabria, Arcavacata di Rende (CS), Italy (b) Department of Management, University of Bristol, Bristol, UK (c) Department of Marketing, Branding and Tourism, Middlesex University London, London, UK * Corresponding author. Article History: Received 12 November 2018; Revised 24 October 2019; Accepted 25 October 2019 Byline: Simona Giglio [simona.giglio@unical.it] (a), Eleonora Pantano [e.pantano@bristol.ac.uk] (b,*), Eleonora Bilotta [eleonora.bilotta@unical.it] (a), T.C. Melewar [t.c.melewar@mdx.ac.uk] (c)

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Gale Document Number: GALE|A648623450