THEMATIC ANALYSIS AND EVALUATION OF HOTEL BRAND EFFECTIVENESS

Gergana Angelova
Additional contact information
Gergana Angelova: Southwestern University "Neofit Rilski"

Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, 2020, issue 1, 275-288

Abstract: Brand effectiveness plays an important role in the business bottom line. It depends on customer desire, purchase decision, satisfaction and loyalty. Brand exists in customers' mind, it brings forth distinct associations and is predominantly perceived as something intangible and hard to describe and evaluate. This paper has the objective to analyze and evaluate the hotel brand effectiveness through a proper set of factors (indicators). The research methodology entails a thematic analysis of tourists' reviews made on the TripAdvisor website, where data has been derived from.

Keywords: hotel brand; thematic analysis; brand effectiveness; customer feedback. (search for similar items in EconPapers)
JEL-codes: Z39 (search for similar items in EconPapers)
Date: 2020
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://drive.google.com/uc?export=download&id=13vXZVTMlJzguLte8OzSRyx7GmBHrvyI2 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vra:pr2010:y:2020:i:1:p:275-288

DOI: 10.36997/TC2020.275

Access Statistics for this article

More articles in Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020 from University publishing house "Science and Economics", University of Economics - Varna Contact information at EDIRC.
Bibliographic data for series maintained by Pavel Petrov ().