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

Simona Giglio, Eleonora Pantano, Eleonora Bilotta and T.C. Melewar

Journal of Business Research, 2020, vol. 119, issue C, 495-501

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).

Keywords: Brand management; Luxury brand; Luxury hotels; Consumer behavior; Visual data analytics; Big data (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:119:y:2020:i:c:p:495-501

DOI: 10.1016/j.jbusres.2019.10.053

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