Centralization of Information to Understand the Consumer Within the Restaurant Sector

Idalia Maldonado Castillo (), Fabiola Yahel Martínez Ortiz and Jessie Paulina Guzmán Flores
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Idalia Maldonado Castillo: Escuela Superior de Cómputo—Instituto Politécnico Nacional
Fabiola Yahel Martínez Ortiz: Escuela Superior de Cómputo—Instituto Politécnico Nacional
Jessie Paulina Guzmán Flores: Escuela Superior de Cómputo—Instituto Politécnico Nacional

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 837-843 from Springer

Abstract: Abstract The proliferation of online restaurant reviews presents a challenge for consumers seeking valuable insights amid scattered and decentralized information. Despite the potential in these reviews, businesses often decline to explore such information due to perceived expense and unclear future impact. This study integrates technological tools within McKinsey’s consumer decision journey model to navigate this digital landscape effectively. Through analysis of influencer reviews on Twitter and Instagram, as well as objective evaluations on rating platforms like TripAdvisor and Yelp, the study aims to present the information in a centralized and objective way, closer to the reality of a user regarding the aspects of a restaurant in the attempt of helping the consumer decision-making. The paper also provides the restaurant sector relevant information about diner consumption habits, consumer behavior related to multiple factors or improvement areas according to what is reviewed, thus, suggesting a business improvement.

Keywords: Rating platform; eWOM; Reviews; Restaurant; Aspect; Opinion; Opinion leader (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-51038-0_90

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DOI: 10.1007/978-3-031-51038-0_90

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