Author
Özgen, Hanım Kader Şanlıöz
Publication Date
2023-04
Publication Place
-
Sage
Subject
City destinations, Cognitive dimension, Experiential dimension, Hotel positioning, Online reviews, Room rates
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1467-3584
Record ID
72dd47b2-94cb-4e9e-968a-0360b1a85daf
Library Location
Hotel Management
Date
2023-04
Sample Text
Destinations and hotel businesses take advantage of many benefits of the online world. Extensive qualitative (review texts) and quantitative (review scores and room rates) data sources enable them to assess their positions through the eyes of their customers. The aim of this study is to propose a method focusing on customer reviews and rates in order to help hotel businesses with assessment of their positioning strategies. The dataset included a selection of five-star hotels in Istanbul, a city destination of Turkey. Room rates and the findings from a thematic narrative analysis of TripAdvisor reviews from a cognitive and experiential perspective were combined to create a position map. The findings extend traditional classification systems and reveal three competitive groups of five-star hotels with specific attributes in a city destination. Other findings offer some insight for hotel and destination managers, enabling them to evaluate the performance of positioning strategies of five-star hotels in the market.
DOI
10.1177/14673584221085704
Cilt
23
