This document summarizes a research study analyzing schema.org usage in the hotel domain. The study found that over 4 million hotels were annotated with schema.org, but many were annotated multiple times. The top countries for schema.org hotel annotations were the US, Canada, and China. Most annotations were done by booking and rating websites rather than individual hotels themselves. The study aims to improve schema.org usage for hotels by developing extensions to better represent hotel amenities and properties.
This document summarizes a research study analyzing the evolution of market share and final penetration rates of online travel agencies (OTAs) in Swiss hotel distribution channels. The study finds that except for mid-scale hotels, the final OTA share is below 40% for most hotel segments. Budget hotels currently have the highest OTA share but will reach saturation sooner. Upscale hotels may see a steadily increasing OTA share longer-term. The results suggest OTAs pose a serious threat to the majority of Swiss hotels. The dynamics in the hotel distribution landscape will remain highly complex with ongoing consolidation among OTAs and hotels as well as new players like TripAdvisor entering instant booking.
This document summarizes research on strategic self-presentation by hosts in the sharing economy. The researcher analyzed over 12,000 Airbnb listings in New York City to identify clusters of self-presentation tactics used by hosts in their online profiles. Five clusters were identified, representing hosts that portray themselves as the global citizen, local expert, personable, established, or creative. Hosts using different clusters were found to have small variations in behavior metrics and guest ratings. The researcher recommends honest self-presentation to maintain consistency between online profiles and offline experiences.
This study analyzed and compared destination images presented on official tourism websites and user-generated content like travel blogs and reviews for Catalonia, Spain and its sub-regions. The researchers found gaps between the geographical areas and attraction factors highlighted on the official websites versus those discussed by tourists. While the official websites discussed all regions equally, user content focused only on specific popular locations. Additionally, attraction factors showed congruence at the regional level but not necessarily at the sub-regional level, where important differences existed in what was emphasized. The study thus demonstrated the need to examine image gaps at different geographical levels to fully understand discrepancies between projected and perceived destination images.
This document describes an automatic personalized advertising system called eSPIGA. It presents three research hypotheses: 1) that web ads can be personalized to different user profiles based on user preferences and behaviors, 2) that user preferences can be inferred from web usage data, and 3) that demographics and internet usage surveys can provide insight into user preferences. The eSPIGA system mines web content and usage data to characterize users, categorize web pages, and recommend personalized ads. It was tested on a travel blog and achieved a click-through rate of 0.44%, supporting the hypotheses. Future work will focus on improving content analysis and adapting the approach to mobile applications.
This document discusses the implications of quantified travelers and wearable technology for designing tourism systems. It presents the concept of a "sensor society" where wearable devices and mobile technologies allow individuals to quantify and monitor their lives. This "quantified self" movement has proven effective in changing behaviors. The document outlines opportunities for smart tourism destinations to utilize sensor data from travelers to anticipate needs in real-time and create personalized, context-aware experiences. However, it also notes challenges around privacy issues from open data and ensuring systems have dynamic capabilities to analyze large amounts of sensor data.
This document summarizes a study that analyzed 240 reviews from travel apps in five categories (communication, entertainment, facilitation, information, and social media) to explore how users provide feedback and assessments. The results showed that reviews of paid apps focused more on requests for new features, content, and improvements compared to free apps, which complained more without solutions. The reviews also differed in topics by app category. The researchers conclude that paid app developers may benefit more from user feedback and that app reviews should be handled differently based on category-specific feedback. Limitations of the exploratory study are noted.
This document summarizes research on understanding organizational acceptance of augmented reality (AR) technology at Geevor Tin Mine Museum in Cornwall, UK. Interviews were conducted with 9 internal stakeholders to understand their perceptions of potential benefits and barriers to adopting AR. Stakeholders saw benefits for visitors, such as an enhanced experience, and for the organization, including increased awareness and spending. However, costs, staff training needs, and generational technology readiness were seen as potential barriers. The research highlights factors for organizations to consider when designing and implementing AR applications to provide added value in alignment with existing strategies.
This document summarizes a research study analyzing schema.org usage in the hotel domain. The study found that over 4 million hotels were annotated with schema.org, but many were annotated multiple times. The top countries for schema.org hotel annotations were the US, Canada, and China. Most annotations were done by booking and rating websites rather than individual hotels themselves. The study aims to improve schema.org usage for hotels by developing extensions to better represent hotel amenities and properties.
This document summarizes a research study analyzing the evolution of market share and final penetration rates of online travel agencies (OTAs) in Swiss hotel distribution channels. The study finds that except for mid-scale hotels, the final OTA share is below 40% for most hotel segments. Budget hotels currently have the highest OTA share but will reach saturation sooner. Upscale hotels may see a steadily increasing OTA share longer-term. The results suggest OTAs pose a serious threat to the majority of Swiss hotels. The dynamics in the hotel distribution landscape will remain highly complex with ongoing consolidation among OTAs and hotels as well as new players like TripAdvisor entering instant booking.
This document summarizes research on strategic self-presentation by hosts in the sharing economy. The researcher analyzed over 12,000 Airbnb listings in New York City to identify clusters of self-presentation tactics used by hosts in their online profiles. Five clusters were identified, representing hosts that portray themselves as the global citizen, local expert, personable, established, or creative. Hosts using different clusters were found to have small variations in behavior metrics and guest ratings. The researcher recommends honest self-presentation to maintain consistency between online profiles and offline experiences.
This study analyzed and compared destination images presented on official tourism websites and user-generated content like travel blogs and reviews for Catalonia, Spain and its sub-regions. The researchers found gaps between the geographical areas and attraction factors highlighted on the official websites versus those discussed by tourists. While the official websites discussed all regions equally, user content focused only on specific popular locations. Additionally, attraction factors showed congruence at the regional level but not necessarily at the sub-regional level, where important differences existed in what was emphasized. The study thus demonstrated the need to examine image gaps at different geographical levels to fully understand discrepancies between projected and perceived destination images.
This document describes an automatic personalized advertising system called eSPIGA. It presents three research hypotheses: 1) that web ads can be personalized to different user profiles based on user preferences and behaviors, 2) that user preferences can be inferred from web usage data, and 3) that demographics and internet usage surveys can provide insight into user preferences. The eSPIGA system mines web content and usage data to characterize users, categorize web pages, and recommend personalized ads. It was tested on a travel blog and achieved a click-through rate of 0.44%, supporting the hypotheses. Future work will focus on improving content analysis and adapting the approach to mobile applications.
This document discusses the implications of quantified travelers and wearable technology for designing tourism systems. It presents the concept of a "sensor society" where wearable devices and mobile technologies allow individuals to quantify and monitor their lives. This "quantified self" movement has proven effective in changing behaviors. The document outlines opportunities for smart tourism destinations to utilize sensor data from travelers to anticipate needs in real-time and create personalized, context-aware experiences. However, it also notes challenges around privacy issues from open data and ensuring systems have dynamic capabilities to analyze large amounts of sensor data.
This document summarizes a study that analyzed 240 reviews from travel apps in five categories (communication, entertainment, facilitation, information, and social media) to explore how users provide feedback and assessments. The results showed that reviews of paid apps focused more on requests for new features, content, and improvements compared to free apps, which complained more without solutions. The reviews also differed in topics by app category. The researchers conclude that paid app developers may benefit more from user feedback and that app reviews should be handled differently based on category-specific feedback. Limitations of the exploratory study are noted.
This document summarizes research on understanding organizational acceptance of augmented reality (AR) technology at Geevor Tin Mine Museum in Cornwall, UK. Interviews were conducted with 9 internal stakeholders to understand their perceptions of potential benefits and barriers to adopting AR. Stakeholders saw benefits for visitors, such as an enhanced experience, and for the organization, including increased awareness and spending. However, costs, staff training needs, and generational technology readiness were seen as potential barriers. The research highlights factors for organizations to consider when designing and implementing AR applications to provide added value in alignment with existing strategies.
This document summarizes research presented on whether potential travelers look at rating symbols or text first when reviewing online hotel reviews. The research aims to investigate if travelers first read review text or look at ratings, and if the ratio of positive to negative reviews impacts perceptions. An eye-tracking study was conducted using a prototype to test what users first viewed on mock hotel review pages. The findings showed users first looked at rating symbols rather than text, regardless of positive or negative reviews. The researchers conclude symbols play a strong role in decision making and influence from reviews is split, with implications for how review platforms present information. Limitations and ideas for future research are also discussed.
This document summarizes a research study on the impact of the sharing economy on tourism product diversification and the tourist experience. The study found:
1) Sharing economy platforms like Airbnb offer many more accommodation and tour options compared to traditional online travel agencies. This expanded variety of products contributes to more diverse tourism experiences.
2) Accommodations and activities listed on Airbnb are located in more neighborhood areas outside the traditional tourist zones, while agency listings focus more on central tourist areas.
3) The use of different travel planning tools (agencies vs sharing platforms) can lead to different tourist experiences and perceptions of a destination.
This document summarizes Lan Yao's PhD research which examines differences in hospitality experiences across accommodation types. The research questions investigate how travelers describe their accommodation experiences and whether review contents and satisfaction ratings differ by accommodation type. A conceptual framework is presented that views hospitality as a human exchange on a spectrum from private to commercial settings. The methodology involves collecting and coding over 700 accommodation reviews from platforms like Airbnb, Couchsurfing and TripAdvisor to analyze differences in experiences based on factors like reciprocity, shared space, and platform features. Preliminary results indicate experiences differ based on payment, interaction level, accommodation type, and platform characteristics.
This document summarizes a presentation on examining the role of social media within destination marketing frameworks. It provides background on internet and social media usage. It then discusses Pike and Page's destination marketing framework and findings from a study examining how national/state level destination marketing organizations use social media. Key findings included how DMOs develop destination brand identity and positioning on social media as well as challenges in measuring social media performance and impact. The presentation concludes by thanking the audience and providing references.
This document summarizes research on the quality of hotel websites in Macau based on hotel star level. It finds that while 5-star deluxe hotels had the highest average website functionality scores, quality was not always commensurate with star level. A survey of 123 Macau residents evaluated 55 hotel websites on 28 attributes across 5 dimensions. Higher star hotels generally scored better, though some lower star hotels also had high-quality sites. The research aims to assess website performance and identify variations based on hotel class. Limitations around sample size are noted.
This study analyzed factors that affect the performance of tourism crowdfunding projects using data from 1,701 projects on a crowdfunding website. The researchers developed hypotheses about how characteristics like charity orientation, video/images, social networks, funding type, trip ratings, backers, funding duration, and funding goal may influence project success. Regression analysis found that charity orientation, smaller funding goals, higher trip ratings, more backers/sponsors, use of video/images, social sharing, and flexible funding models increased the likelihood of reaching funding targets, while longer funding durations did not. The study aims to understand what drives success in tourism crowdfunding by analyzing global data.
This document summarizes a study on the communication styles used by hotels when responding to online guest reviews. The study analyzed responses from 3 Best Western hotels in Rome to identify whether the responses used a company-focused or customer-focused style. A company-focused style prioritizes defending the hotel and minimizing issues, while a customer-focused style expresses empathy, apologizes for problems, and invites return visits. The study found most responses used a company-focused style that lacked personalization. The implications are that hotels should be trained to develop more customer-focused responses emphasizing elements like empathy, credibility and emotion to better address guest feedback.
This study analyzed customer reviews on TripAdvisor of four integrated resorts in Macao to identify customer concerns. Through content analysis of 480 reviews, the researchers found:
1) The most frequently mentioned components were hotel, property, food & beverage, and leisure & recreation, not casino.
2) The most common attributes mentioned overall were service, atmosphere, amenities, and variety. However, the most important attributes varied depending on the component discussed.
3) Most comments had a positive valence regardless of the component discussed.
The researchers concluded this provides practical implications for integrated resorts to better understand customer concerns and allocate resources, and contributes to literature by examining customer reviews in the context of integrated resorts
1) The document presents research on assessing perceived risk in mobile travel booking. It proposes that risk is multi-faceted and identifies financial, time, physical, psychological, privacy/security, performance, and device risk.
2) It explores antecedents like consumer innovativeness, trust, visibility, and personal information collection and consequences on perceived usefulness, attitudes, and intentions.
3) The study uses a survey to collect data on mobile travel booking experiences and measures risk dimensions. SEM and PLS are used to analyze relationships in the proposed model.
This document summarizes a research study on how luxury hotels in Hong Kong manage negative electronic word-of-mouth (eWOM) online. The researchers interviewed 13 luxury hotel staff and identified three main approaches to responding to eWOM: 1) openly addressing both positive and negative comments, 2) privately contacting guests who wrote negative comments, and 3) not responding at all. The most common approach was to openly respond. Hotels that used the open approach saw it as a way to justify problems, manage customer expectations, and show they care about feedback. Some hotels privately contacted guests to avoid idea copying, keep comments confidential, and emphasize personal touch in complaint handling. Only one hotel did not respond at all, worried about the
This document summarizes the results of research into the relationship between a country's level of digital access and the quality of its national tourism organization's website. The research found that countries with high digital access tend to have higher quality NTO websites than those with low digital access, as measured across several metrics. Specifically, high digital access countries' websites scored higher on ease of navigation, ease of contact, marketing information, and overall quality. The document concludes that the digital divide negatively impacts tourism competitiveness for developing countries through limitations in website quality.
This document summarizes a research study that examines how the psychological distance of tourists impacts the usefulness of online travel reviews. Specifically, it investigates whether concrete or abstract review information is more useful for near versus far future tourists based on Construal Level Theory. The study develops hypotheses about the relationships between review usefulness, expectation, and visit intention. It then outlines the research methodology, which involves an experimental survey that collects data from near and far future tourists to test the hypotheses.
This study analyzed online customer reviews of hotels in Manhattan to understand how customers perceive and discuss hotel location. The researchers identified key location-related factors mentioned in reviews such as shopping/attractions, transportation, noise, views, convenience, and dining. Hotels were then compared based on the volume of mentions around these factors. The findings suggest hotel location has rich meaning for customers and impacts their experience. Understanding these location-based perceptions could help hotels better market and position themselves to online customers. Future research could expand this methodology to other destinations and validate the findings.
HOTREC, the European umbrella association of hotels, restaurants and cafés, conducted together with the University of Applied Sciences of Western Switzerland Valais (HEV-SO Valais-Wallis) its biennial study on the European hotel distribution market. Results, based on observations from over 3400 hotels across Europe, show that the dependency of hotels on online platforms continues to increase, while the share of direct bookings decreases:
- The share of direct bookings has decreased across Europe by over 4 percentage points from 57,6% in 2013 to 52% in 2017 (weighted results including data from hotel chains).
- The share of OTAs in hotel room bookings increased by over 6% points, i.e. from 19,7% to 26%, over the last 4 years.
- The biggest player in the Online Travel Agent (OTA) market is still Booking Holding, which further increased its dominance compared to 2015 and reached a market share of 66%
This document summarizes research on using humor in tourism marketing on social media. It presents the following key points:
1) Humor can enhance marketing efforts by drawing attention, building relationships, and facilitating interactions. However, the effectiveness of humor in social media contexts requires further empirical study.
2) The research aims to examine how humor influences customer engagement, as measured by likes, comments, and shares, on tourism marketing posts on Chinese social media.
3) A theoretical model is proposed relating humor, product focus, and message complexity (length, lexical density, multimodality) to customer engagement. Data from Shandong tourism posts will be analyzed to test hypotheses about these relationships.
This document summarizes a study on spill-over effects of online consumer reviews in the hotel industry. The study examines how online consumer ratings and room prices of hotels in London are associated with and influence neighboring hotels. Spatial econometric models are used to analyze data on ratings and prices from 689 hotels in London over 6 months in 2016-2017. The results show that both positive and negative spill-over effects exist, with consumer ratings and prices of nearby hotels impacting each other. This suggests the importance of considering regional interactions and applying spatial analysis when evaluating hotel performance and marketing strategies. The study provides the first analysis of spill-over effects between online ratings and prices in the hotel sector.
Analysis of online hotel ratings: The case of Bansko (Bulgaria)Stanislav Ivanov
This document analyzes online hotel ratings for hotels in Bansko, Bulgaria. It discusses previous research on how online ratings influence travelers and hotels. The authors analyze data from 110 hotels in Bansko collected from Booking.com and TripAdvisor. Their analysis finds correlations between ratings on different sites and a relationship between number of reviews and ratings. It also finds differences in ratings based on hotel category and size. However, hotel facilities have little influence on ratings. The authors conclude ratings are influenced by number of reviews and meeting guest expectations for the hotel's category and size.
Direct bookings (telephone, fax, walk-ins, e-mail, Web form) without intermediaries are still the dominant channels in 2015 for hotels in Switzerland, even though their proportion has been steadily decreasing for a couple of years.
In 2015, 60.7% of the overnights in Switzerland were generated via direct sales channels, compared with 63.7% in 2013.
Traditional booking channels such as telephone, letter or fax, as well as sales through tourism partners (travel agencies, tourism boards) have been declining for 10 years, although the process is progressing slowly.
Market share of tourism organisations has continually decreased and is situated in 2015 at 2.1% of the overnights in Switzerland compared to 2.5% overnights in 2013 (back in 2002, nearly 10% of bookings were made through tourism organisations).
The share of real time bookings on hotels’ own websites generated 7.5% of overnights in 2015.
Online distribution has become an important channel for the Swiss hotel industry. Overall, nearly one third of overnights are generated real-time through online channels (OTA, GDS). OTAs are clearly dominant (20.6% of overnights). They have multiplied their market shares in the last few years and seem to grow continuously.
27% of the hotels generate more than 30% of overnights via OTA and every sixth hotel has OTA sales of more than 40% of overnights underlining the strong dependency of many operators in Switzerland on these intermediaries.
This document summarizes a research study that aimed to understand the strategies travelers have developed in using the Internet for trip planning. The study analyzed survey data from 2007-2012 on how Internet usage impacted travel plans, information channels used, and likelihood of calling for reservations. Cluster analysis identified three main strategies: "super planners" who fully utilize online/offline resources, "efficient planners" who reduce channels once plans are set, and those for whom the Internet does not significantly impact plans. The findings provide insight into how technology can shape users' preferences and habits related to travel planning.
1) The study explores the determinants of strategic revenue management using idiosyncratic room rate variations from quarterly panel data of hotels in Houston from 2005-2016.
2) A spatial lag model is used to decompose room rates into systematic and idiosyncratic components, with systematic representing tactical variations and idiosyncratic representing strategic positioning.
3) Hotel characteristics like age, brand, location, and competition are then regressed against the idiosyncratic components to examine their effects on strategic pricing decisions. The results indicate that age, brand, proximity to transportation, and competition significantly influence hotels' strategic revenue management.
This document summarizes a study investigating how social media source characteristics influence the usefulness of information for evaluating study destinations. The study conducted interviews with 110 Chinese students across Australia. Results found that trustworthiness was more influential than expertise. Credibility and authentic personal experiences were important. Appearance also mattered, with friendly-looking sources ranked higher. Similarity, such as shared interests, made information more useful. The study provided insights for improving social media marketing strategies to international students. Further research could examine preferences of student segments and importance of message attributes.
1) The study assessed how American travelers' information needs have changed over the past 25 years since a previous 1998 study.
2) It found travelers' functional needs have remained largely the same, but aesthetic, hedonic, and sign needs are now more important.
3) Information needs differ in the pre-trip versus during trip stages, with innovation and hedonic needs increasing in importance during the trip while functional needs decrease slightly.
This document summarizes research presented on whether potential travelers look at rating symbols or text first when reviewing online hotel reviews. The research aims to investigate if travelers first read review text or look at ratings, and if the ratio of positive to negative reviews impacts perceptions. An eye-tracking study was conducted using a prototype to test what users first viewed on mock hotel review pages. The findings showed users first looked at rating symbols rather than text, regardless of positive or negative reviews. The researchers conclude symbols play a strong role in decision making and influence from reviews is split, with implications for how review platforms present information. Limitations and ideas for future research are also discussed.
This document summarizes a research study on the impact of the sharing economy on tourism product diversification and the tourist experience. The study found:
1) Sharing economy platforms like Airbnb offer many more accommodation and tour options compared to traditional online travel agencies. This expanded variety of products contributes to more diverse tourism experiences.
2) Accommodations and activities listed on Airbnb are located in more neighborhood areas outside the traditional tourist zones, while agency listings focus more on central tourist areas.
3) The use of different travel planning tools (agencies vs sharing platforms) can lead to different tourist experiences and perceptions of a destination.
This document summarizes Lan Yao's PhD research which examines differences in hospitality experiences across accommodation types. The research questions investigate how travelers describe their accommodation experiences and whether review contents and satisfaction ratings differ by accommodation type. A conceptual framework is presented that views hospitality as a human exchange on a spectrum from private to commercial settings. The methodology involves collecting and coding over 700 accommodation reviews from platforms like Airbnb, Couchsurfing and TripAdvisor to analyze differences in experiences based on factors like reciprocity, shared space, and platform features. Preliminary results indicate experiences differ based on payment, interaction level, accommodation type, and platform characteristics.
This document summarizes a presentation on examining the role of social media within destination marketing frameworks. It provides background on internet and social media usage. It then discusses Pike and Page's destination marketing framework and findings from a study examining how national/state level destination marketing organizations use social media. Key findings included how DMOs develop destination brand identity and positioning on social media as well as challenges in measuring social media performance and impact. The presentation concludes by thanking the audience and providing references.
This document summarizes research on the quality of hotel websites in Macau based on hotel star level. It finds that while 5-star deluxe hotels had the highest average website functionality scores, quality was not always commensurate with star level. A survey of 123 Macau residents evaluated 55 hotel websites on 28 attributes across 5 dimensions. Higher star hotels generally scored better, though some lower star hotels also had high-quality sites. The research aims to assess website performance and identify variations based on hotel class. Limitations around sample size are noted.
This study analyzed factors that affect the performance of tourism crowdfunding projects using data from 1,701 projects on a crowdfunding website. The researchers developed hypotheses about how characteristics like charity orientation, video/images, social networks, funding type, trip ratings, backers, funding duration, and funding goal may influence project success. Regression analysis found that charity orientation, smaller funding goals, higher trip ratings, more backers/sponsors, use of video/images, social sharing, and flexible funding models increased the likelihood of reaching funding targets, while longer funding durations did not. The study aims to understand what drives success in tourism crowdfunding by analyzing global data.
This document summarizes a study on the communication styles used by hotels when responding to online guest reviews. The study analyzed responses from 3 Best Western hotels in Rome to identify whether the responses used a company-focused or customer-focused style. A company-focused style prioritizes defending the hotel and minimizing issues, while a customer-focused style expresses empathy, apologizes for problems, and invites return visits. The study found most responses used a company-focused style that lacked personalization. The implications are that hotels should be trained to develop more customer-focused responses emphasizing elements like empathy, credibility and emotion to better address guest feedback.
This study analyzed customer reviews on TripAdvisor of four integrated resorts in Macao to identify customer concerns. Through content analysis of 480 reviews, the researchers found:
1) The most frequently mentioned components were hotel, property, food & beverage, and leisure & recreation, not casino.
2) The most common attributes mentioned overall were service, atmosphere, amenities, and variety. However, the most important attributes varied depending on the component discussed.
3) Most comments had a positive valence regardless of the component discussed.
The researchers concluded this provides practical implications for integrated resorts to better understand customer concerns and allocate resources, and contributes to literature by examining customer reviews in the context of integrated resorts
1) The document presents research on assessing perceived risk in mobile travel booking. It proposes that risk is multi-faceted and identifies financial, time, physical, psychological, privacy/security, performance, and device risk.
2) It explores antecedents like consumer innovativeness, trust, visibility, and personal information collection and consequences on perceived usefulness, attitudes, and intentions.
3) The study uses a survey to collect data on mobile travel booking experiences and measures risk dimensions. SEM and PLS are used to analyze relationships in the proposed model.
This document summarizes a research study on how luxury hotels in Hong Kong manage negative electronic word-of-mouth (eWOM) online. The researchers interviewed 13 luxury hotel staff and identified three main approaches to responding to eWOM: 1) openly addressing both positive and negative comments, 2) privately contacting guests who wrote negative comments, and 3) not responding at all. The most common approach was to openly respond. Hotels that used the open approach saw it as a way to justify problems, manage customer expectations, and show they care about feedback. Some hotels privately contacted guests to avoid idea copying, keep comments confidential, and emphasize personal touch in complaint handling. Only one hotel did not respond at all, worried about the
This document summarizes the results of research into the relationship between a country's level of digital access and the quality of its national tourism organization's website. The research found that countries with high digital access tend to have higher quality NTO websites than those with low digital access, as measured across several metrics. Specifically, high digital access countries' websites scored higher on ease of navigation, ease of contact, marketing information, and overall quality. The document concludes that the digital divide negatively impacts tourism competitiveness for developing countries through limitations in website quality.
This document summarizes a research study that examines how the psychological distance of tourists impacts the usefulness of online travel reviews. Specifically, it investigates whether concrete or abstract review information is more useful for near versus far future tourists based on Construal Level Theory. The study develops hypotheses about the relationships between review usefulness, expectation, and visit intention. It then outlines the research methodology, which involves an experimental survey that collects data from near and far future tourists to test the hypotheses.
This study analyzed online customer reviews of hotels in Manhattan to understand how customers perceive and discuss hotel location. The researchers identified key location-related factors mentioned in reviews such as shopping/attractions, transportation, noise, views, convenience, and dining. Hotels were then compared based on the volume of mentions around these factors. The findings suggest hotel location has rich meaning for customers and impacts their experience. Understanding these location-based perceptions could help hotels better market and position themselves to online customers. Future research could expand this methodology to other destinations and validate the findings.
HOTREC, the European umbrella association of hotels, restaurants and cafés, conducted together with the University of Applied Sciences of Western Switzerland Valais (HEV-SO Valais-Wallis) its biennial study on the European hotel distribution market. Results, based on observations from over 3400 hotels across Europe, show that the dependency of hotels on online platforms continues to increase, while the share of direct bookings decreases:
- The share of direct bookings has decreased across Europe by over 4 percentage points from 57,6% in 2013 to 52% in 2017 (weighted results including data from hotel chains).
- The share of OTAs in hotel room bookings increased by over 6% points, i.e. from 19,7% to 26%, over the last 4 years.
- The biggest player in the Online Travel Agent (OTA) market is still Booking Holding, which further increased its dominance compared to 2015 and reached a market share of 66%
This document summarizes research on using humor in tourism marketing on social media. It presents the following key points:
1) Humor can enhance marketing efforts by drawing attention, building relationships, and facilitating interactions. However, the effectiveness of humor in social media contexts requires further empirical study.
2) The research aims to examine how humor influences customer engagement, as measured by likes, comments, and shares, on tourism marketing posts on Chinese social media.
3) A theoretical model is proposed relating humor, product focus, and message complexity (length, lexical density, multimodality) to customer engagement. Data from Shandong tourism posts will be analyzed to test hypotheses about these relationships.
This document summarizes a study on spill-over effects of online consumer reviews in the hotel industry. The study examines how online consumer ratings and room prices of hotels in London are associated with and influence neighboring hotels. Spatial econometric models are used to analyze data on ratings and prices from 689 hotels in London over 6 months in 2016-2017. The results show that both positive and negative spill-over effects exist, with consumer ratings and prices of nearby hotels impacting each other. This suggests the importance of considering regional interactions and applying spatial analysis when evaluating hotel performance and marketing strategies. The study provides the first analysis of spill-over effects between online ratings and prices in the hotel sector.
Analysis of online hotel ratings: The case of Bansko (Bulgaria)Stanislav Ivanov
This document analyzes online hotel ratings for hotels in Bansko, Bulgaria. It discusses previous research on how online ratings influence travelers and hotels. The authors analyze data from 110 hotels in Bansko collected from Booking.com and TripAdvisor. Their analysis finds correlations between ratings on different sites and a relationship between number of reviews and ratings. It also finds differences in ratings based on hotel category and size. However, hotel facilities have little influence on ratings. The authors conclude ratings are influenced by number of reviews and meeting guest expectations for the hotel's category and size.
Direct bookings (telephone, fax, walk-ins, e-mail, Web form) without intermediaries are still the dominant channels in 2015 for hotels in Switzerland, even though their proportion has been steadily decreasing for a couple of years.
In 2015, 60.7% of the overnights in Switzerland were generated via direct sales channels, compared with 63.7% in 2013.
Traditional booking channels such as telephone, letter or fax, as well as sales through tourism partners (travel agencies, tourism boards) have been declining for 10 years, although the process is progressing slowly.
Market share of tourism organisations has continually decreased and is situated in 2015 at 2.1% of the overnights in Switzerland compared to 2.5% overnights in 2013 (back in 2002, nearly 10% of bookings were made through tourism organisations).
The share of real time bookings on hotels’ own websites generated 7.5% of overnights in 2015.
Online distribution has become an important channel for the Swiss hotel industry. Overall, nearly one third of overnights are generated real-time through online channels (OTA, GDS). OTAs are clearly dominant (20.6% of overnights). They have multiplied their market shares in the last few years and seem to grow continuously.
27% of the hotels generate more than 30% of overnights via OTA and every sixth hotel has OTA sales of more than 40% of overnights underlining the strong dependency of many operators in Switzerland on these intermediaries.
This document summarizes a research study that aimed to understand the strategies travelers have developed in using the Internet for trip planning. The study analyzed survey data from 2007-2012 on how Internet usage impacted travel plans, information channels used, and likelihood of calling for reservations. Cluster analysis identified three main strategies: "super planners" who fully utilize online/offline resources, "efficient planners" who reduce channels once plans are set, and those for whom the Internet does not significantly impact plans. The findings provide insight into how technology can shape users' preferences and habits related to travel planning.
1) The study explores the determinants of strategic revenue management using idiosyncratic room rate variations from quarterly panel data of hotels in Houston from 2005-2016.
2) A spatial lag model is used to decompose room rates into systematic and idiosyncratic components, with systematic representing tactical variations and idiosyncratic representing strategic positioning.
3) Hotel characteristics like age, brand, location, and competition are then regressed against the idiosyncratic components to examine their effects on strategic pricing decisions. The results indicate that age, brand, proximity to transportation, and competition significantly influence hotels' strategic revenue management.
This document summarizes a study investigating how social media source characteristics influence the usefulness of information for evaluating study destinations. The study conducted interviews with 110 Chinese students across Australia. Results found that trustworthiness was more influential than expertise. Credibility and authentic personal experiences were important. Appearance also mattered, with friendly-looking sources ranked higher. Similarity, such as shared interests, made information more useful. The study provided insights for improving social media marketing strategies to international students. Further research could examine preferences of student segments and importance of message attributes.
1) The study assessed how American travelers' information needs have changed over the past 25 years since a previous 1998 study.
2) It found travelers' functional needs have remained largely the same, but aesthetic, hedonic, and sign needs are now more important.
3) Information needs differ in the pre-trip versus during trip stages, with innovation and hedonic needs increasing in importance during the trip while functional needs decrease slightly.
This document summarizes a PhD candidate's research on using humor in customer engagement on Chinese social media from a rhetorical perspective. The research aims to develop a taxonomy of humor co-construction by identifying firm-initiated humor strategies and customer responses. The study analyzes conversations between five destination marketing organizations and their customers on Weibo over one month. A coding scheme is developed and applied to the conversations to identify humor types, speech acts, rhetorical appeals, and customer sentiments. The results will help understand how humor is co-constructed between firms and customers on social media to facilitate engagement.
The document discusses a study on how smart technology-mediated experiences shape visitors' perceptions of companies through corporate museums. It presents a research model examining how sensory, emotional, cognitive, behavioral and relational experiences in a museum can positively influence the image of the museum and company. The study was conducted at the Handok Museum using a simulation video of smart technologies like NFC. The results found that certain experiences had a positive effect on perceptions, awareness and purchase intention of the company.
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Correlating languages and sentiment analysis on the basis of text-based reviews
1. ENTER 2016 Research Track Slide Number 1
Correlating Languages and
Sentiment Analysis on the basis of
Text-based Reviews
Aitor García Pablosa
, Angelica Lo Ducab
, Montse
Cuadrosa
, María Teresa Linazaa
, Andrea Marchettib
a
Department of eTourism and Cultural Heritage and Department of Human Speech and
Language Technologies - Vicomtech-IK4, Spain
{agarciap,mcuadros,mtlinaza}@vicomtech.org
http://www.vicomtech.org
b
Institute of Informatics and Telematics, National Research Council, Pisa, Italy
{angelica.loduca,andrea.marchetti}@iit.cnr.it
http://www.iit.cnr.it/
2. ENTER 2016 Research Track Slide Number 2
Summary
• Introduction
• About this work
• Data gathering process
• Data analysis results and discussion
• Conclusions and further work
3. ENTER 2016 Research Track Slide Number 3
Introduction
• The use of online social media is growing
• Many social networks accumulate an
important share of customer comments
and interactions
• The data generated in these social channels
deserves a lot of attention due to the
valuable information it can provide
4. ENTER 2016 Research Track Slide Number 4
Introduction (2)
• Some social networks:
– Foursquare: […] a local search and discovery service mobile
app which provides search results for its users. By taking
into account the places a user goes, the things they have
told the app that they like, and the other users whose
advice they trust, Foursquare provides recommendations of
the places to go around a user's current location.
– Google Places: is a free service of geo-localization for
businesses to allow business managers and companies to
place information in Google Maps
– Facebook: No need to explain this one, right?
5. ENTER 2016 Research Track Slide Number 5
About this work
• Big amount of user comments gathered from the
aforementioned social media sources during
three years period (2012 – 2014)
• These comments have been arranged per
language and analysed with an automatic text
analysis tool to extract the sentiment orientation
• The analysed data has been examined to obtain
some interesting insight and conclusions
6. ENTER 2016 Research Track Slide Number 6
Data gathering process
• The data used in this study has been retrieved from three popular
social networks: Facebook, Foursquare and Google Places
• For each social network, a tailored crawler was used to extract
reviews about accommodations
• The crawler searched for places within the geographical areas of the
analysed destinations:
– A geographical area has been identified by a circle of a certain radius around a
particular geo-coordinate
• Reviews were retrieved and stored using algorithms tailored for each
social network
• The data gathering campaign was able to retrieve customer reviews
ranging from December 2009 to May 2014
7. ENTER 2016 Research Track Slide Number 7
Resulting dataset
Location Facebook Foursquare Google Places
#places #reviews #places #reviews #places #reviews
Amsterdam 583 7.725 7.735 27.537 13.635 7.623
Barcelona 455 3.732 6339 46.445 18.499 14.092
Berlin 2.084 3.078 21.875 43.816 39.765 22.630
Dubai 1.052 3.124 14.469 38.347 7.301 3.844
London 4.893 3.263 47.148 137.749 121.723 75.973
Paris 832 4.227 6.545 46.431 51.665 36.572
Rome 4.465 384 16.913 35.503 31.455 15.094
Tuscany n.a. n.a. 43.844 40.389 70.072 16.986
Total 14.364 25.533 164.868 416.217 354.115 192.814
8. ENTER 2016 Research Track Slide Number 8
Example of user comments
Source Examples of customer reviews (misspellings included)
Facebook
One of my favorite hotels! very kind staff and great location!!! In the evening, a warm fireplace in the lobby
and a wonderful mood!
Bar open until you decide to go to bed and largest towels ever !!!
10 euros per day for wifi!,... Not acceptable in Europe !
Foursquare
Perfect location.
Nice hosting service. Decent breakfast and honest staff, excepts some night shift recepcionists...
Worst hostel ever! I could stay in better rooms with this money. Rooms are cold, there are bugs everywhere,
sheets are not clean.
Google Places
VERY POOR - Back-packers hostel, not a hotel. over 200 euros for the "family room"- very noisy, dirty very
dusty, stains on the carpet.
Very noisy rooms. Cleaning staff continuosly enter in the room despite of "do not disturb" cartel. Reception
staff not so helpful.
Awesome hotel. Nice views (get an upper room) and it has all the top shelf frills you'd expect from a hotel
like this.
9. ENTER 2016 Research Track Slide Number 9
Data analysis process
• The customer review analysis process includes
two main tasks:
– identification of the language of the review
– simple sentiment analysis (polarity of the words)
• OpeNER has been used as the analysis tool:
– OpeNER project (www.opener-project.eu)
• Sentiment calculation for each review:
– Arithmetic mean of the detected polarities
count
10. ENTER 2016 Research Track Slide Number 10
Results
Distribution of the language of the reviews per destination (logarithmic scale)
11. ENTER 2016 Research Track Slide Number 11
Results (2)
• Some conclusions looking at the chart:
– For every city/country, the most used language
is the official language of that country
• Except for Amsterdam and Dubai
– For cities/regions of the same country (Rome
and Tuscany) we see a very similar language
pattern, but
• Rome has a significant number of comments in
“other languages”
12. ENTER 2016 Research Track Slide Number 12
Results (3)
Distribution of the language (percentage) of the reviews per detected polarity
(polarity 0 means “very negative”, polarity 10 means “very positive”)
13. ENTER 2016 Research Track Slide Number 13
Results (4)
• Some conclusions looking at the chart:
– Negative sentiment is harder to detect* (especially
with a dictionary based approach)
– Certain patterns seems to depend on language families
(e.g. more neutral comments coming from Romance
languages: French, Italian, Spanish)
– Certain languages are more biased to positivity than
others (e.g. the Dutch seem very easy-going ;-) )
*This a classical issue in sentiment analysis, due to the subtle ways to express negativity, like
irony, sarcasm, etc.
14. ENTER 2016 Research Track Slide Number 14
Results (5)
Distribution of the language of the reviews per social network
15. ENTER 2016 Research Track Slide Number 15
Results (6)
• Some conclusions looking at the chart:
– FourSquare is very popular among English, Italian and
Spanish speaking people
– German and French people are quite evenly
distributed among FourSquare and GooglePlaces
– Facebook contains less content in general
• Facebook is more oriented to multimedia and special-offer
sharing rather than to building a customer review ecosystem
16. ENTER 2016 Research Track Slide Number 16
Conclusions and further work
• Social media is a very valuable resource to obtain
interesting and relevant information
• Different languages show different patterns about the use
of social media (e.g. review polarity, preferred social
networks, etc.)
• It would be interesting to focus attention on more
languages (Russian, Chinese, Japanese, etc.)
• More in-depth analysis would be interesting (e.g. topic
detection to discover which topics/features of the
hospitalities are evaluated by customers from each
country, etc.)
17. ENTER 2016 Research Track Slide Number 17
That’s all
Thank you very much for your attention!
Questions?