A Model of Market Positioning of Destinations Based on Online Customer Reviews of Lodgings

Manuel Rodríguez-Díaz, Rosa Rodríguez-Díaz, Ana Cristina Rodríguez-Voltes and Crina Isabel Rodríguez-Voltes
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Manuel Rodríguez-Díaz: Department of Economics and Business, University of Las Palmas de Gran Canaria, 35001 Las Palmas, Spain
Rosa Rodríguez-Díaz: Department of Economics and Business, University of Las Palmas de Gran Canaria, 35001 Las Palmas, Spain
Ana Cristina Rodríguez-Voltes: Department University of Atlántico Medio, 35017 Las Palmas de Gran Canaria, Spain
Crina Isabel Rodríguez-Voltes: Department University of Atlántico Medio, 35017 Las Palmas de Gran Canaria, Spain

Sustainability, 2017, vol. 10, issue 1, 1-20

Abstract: The aim of this study is to develop a methodology to determine the competitive online positioning of lodging companies in different tourist destinations. The rise of the digital age has allowed many customers to share their opinions through specialized websites, providing a dynamic and constantly updated evaluation of the market. In this context, competitiveness is an essential factor in the economic sustainability of destinations. The competitive positioning of destinations is determined by the scale of variables used by Booking.com. The price and lodging category variables are also used, as well as three new variables derived from the initial scale: the quality average, value and added value. This methodology provides a tool to determine the level of competitiveness of the lodging offered in tourist destinations, based on which, actions can be taken to improve destinations’ positioning.

Keywords: tourism destination; online customer review; market positioning (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
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