ESCP Europe

Item type

Study and report

Dissertation

• MSC Marketing & Communication

Language

English

Publication date

2020

Subjects

VALUE THEORY - CUSTOMER - QUALITY ASSURANCE - HOTEL TRADE SECTOR

The objective of this paper is to explore the impact of recent online technologies on the value creation process, through the case of customer perception, in social media, of the hotel industry. The literature review covered the definition and framework of abstract concepts such as value, experience, and the components of value for the hotel industry. An exploratory study has been conducted to observe what travelers say and how they express themselves in the online platform TripAdvisor. A sample of 1,800 reviews was retrieved and analyzed using a text mining technique, categorizing and coding the reviews according to the comment's dominant hotel aspect and analyzing the formers sentiment. The results show insights and trends as to the aspects of the hotel experience that made the stay memorable and that human contact is still the main characteristic that adds value and eases pain points of their stay. Finally, this paper can guide marketers and managers on extracting valuable insights from unstructured text data and using it to support their strategies.