Huang, Y.; Fong, N., H., L.; Law, R. at ENTER2016 eTourism Conference

1. ENTER 2016 Research Track Slide Number 1
Concerns of Integrated Resort Customers:
Content Analysis of Reviews on TripAdvisor
Yongshi HUANGa
, Lawrence Hoc Nang FONGa
, and Rob LAWb
a
Faculty of Business Administration
University of Macau, Macau
mb34564@umac.mo, lawrencefong@umac.mo
b
School of Hotel & Tourism Management
The Hong Kong Polytechnic University, Hong Kong
rob.law@polyu.edu.hk

2. ENTER 2016 Research Track Slide Number 2
Agenda
• Introduction
• Literature Review
• Methods
• Results
• Conclusions
• Q&A

3. ENTER 2016 Research Track Slide Number 3
Introduction
• Online review analysis prevailed, but a GAP
in the context of integrated resort (IR)
• IR(MacDonald & Eadington, 2008)
Casino
Hotel
Performance
Luxury
retail
Fine
dining
Convention &
exhibition
Others

4. ENTER 2016 Research Track Slide Number 4
Introduction
• Objectives
– Unearth the components (e.g., casino, hotels,
etc.) and attributes (e.g., service, atmosphere,
etc.)
– Compare the components and attributes
– Compare their comment valence

5. ENTER 2016 Research Track Slide Number 5
Literature Review
• Studies using IR as the research context are scant
– GAP in analysing online review
• Online review is primarily studied from the
marketing perspective (Parra-López, Bulchand-Gidumal,
Gutiérrez-Taño, & Díaz-Armas, 2011; Zhang, Wu, & Mattila, 2014)
• Popularity of reviewed attributes is contingent on
the hospitality components (Ong, 2012)
– generalizing previous findings to IR is inadequate
• Asymmetry of review valence (Wang, Xiang, Law, & Ki,
2015; Wu, 2013)

6. ENTER 2016 Research Track Slide Number 6
Methods
• Four largest IRs in Macao
• Retrieved 480 reviews from TripAdvisor, 120 for
each IR
– Feb 11 – 12, 2015
– Only reviews in English
• Content analysis

7. ENTER 2016 Research Track Slide Number 7
Results
• Components (Frequencies)
– Hotel (846)
– Property (593)
– Food & beverage (247)
– Leisure & recreation (94)
– Retail (87)
– Casino (84)Casino (84)
– Entertainment & events (61)
Casino was not
most concerned.

8. ENTER 2016 Research Track Slide Number 8
Results
• Attributes (Frequencies)
– Service (548)
– Atmosphere (472)
– Amenities (296)
– Variety (185)
– Quality (116)
– Cleanliness (105)
– Location (94)
– Value for money (92)
– Additional benefits (91)
– Accessibility (13)
Most concerned attribute in …
Property
Hotel; Casino
Leisure & recreation
Food & beverage; Retail
Entertainment & events
Attribute frequencies
are contingent on
components

9. ENTER 2016 Research Track Slide Number 9
Results
• Valence
– Chi-square / Fisher’s exact test show that:
Casino was not
most concerned.Most comments are positive,
regardless of the components

10. ENTER 2016 Research Track Slide Number 10
Conclusions
• Practical Implications
– Let Macao Government know that non-gaming
components draw more tourists’ attention
– Let IRs understand the components and attributes that
customers are concerned, which benefits resource
allocation

11. ENTER 2016 Research Track Slide Number 11
Conclusions
• Contribution to Literature
– Studied the unexplored context (i.e., IR)
– Concerned attributes vary with components
• Future studies
– Compare attributes of a component in IR and not in IR
– Replicate this study in other destinations like Las Vegas and
Singapore

12. ENTER 2016 Research Track Slide Number 12
References
• MacDonald, A., & Eadington, W. R. (2008). Everything to Everybody: The Case for
Integrated Resorts. Global Gaming Business. Retrieved from
http://ggbmagazine.com/issue/vol__7_no__11__november_2008/article/everything_t
o_everybody
• Ong, B. S. (2012). The Perceived Influence of User Reviews in the Hospitality Industry.
Journal of Hospitality Marketing & Management 21(5): 463-485.
• Parra-López, E., Bulchand-Gidumal, J., Gutiérrez-Taño, D., & Díaz-Armas, R. (2011).
Intentions to Use Social Media in Organizing and Taking Vacation Trips. Computers in
Human Behavior 27(2): 640-654.
• Wang, D., Xiang, Z., Law, R., & Ki, T. P. (2015). Assessing Hotel-related Smartphone Apps
Using Online Reviews. Journal of Hospitality Marketing & Management DOI:
10.1080/19368623.2015.1012282.
• Wu, P. F. (2013). In Search of Negativity Bias: An Empirical Study of Perceived
Helpfulness of Online Reviews. Psychology & Marketing 30(11): 971-984.
• Zhang, L., Wu, L., & Mattila, A. S. (2014). Online Reviews: The Role of Information Load
and Peripheral Factors. Journal of Travel Research DOI: 10.1177/0047287514559032.

13. ENTER 2016 Research Track Slide Number 13
Q&A