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Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor

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Branding luxury hotels : Evidence from the analysis of consumers’ “big” visual data on TripAdvisor. / Giglio, Simona; Pantano, Eleonora; Bilotta, Eleonora; Melewar, TC.

In: Journal of Business Research, 03.12.2019.

Research output: Contribution to journalArticle

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Giglio, Simona ; Pantano, Eleonora ; Bilotta, Eleonora ; Melewar, TC. / Branding luxury hotels : Evidence from the analysis of consumers’ “big” visual data on TripAdvisor. In: Journal of Business Research. 2019.

Bibtex

@article{39cb1ce6099e4037ba3b1402eb09bea8,
title = "Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor",
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.",
keywords = "brand management, luxury brand, luxury hotels, consumer behavior, visual data analytics, big data",
author = "Simona Giglio and Eleonora Pantano and Eleonora Bilotta and TC Melewar",
year = "2019",
month = "12",
day = "3",
doi = "10.1016/j.jbusres.2019.10.053",
language = "English",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

RIS - suitable for import to EndNote

TY - JOUR

T1 - Branding luxury hotels

T2 - Evidence from the analysis of consumers’ “big” visual data on TripAdvisor

AU - Giglio, Simona

AU - Pantano, Eleonora

AU - Bilotta, Eleonora

AU - Melewar, TC

PY - 2019/12/3

Y1 - 2019/12/3

N2 - 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.

AB - 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.

KW - brand management

KW - luxury brand

KW - luxury hotels

KW - consumer behavior

KW - visual data analytics

KW - big data

U2 - 10.1016/j.jbusres.2019.10.053

DO - 10.1016/j.jbusres.2019.10.053

M3 - Article

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -