Abstract
Hotel management will concentrate on addressing difficult challenges and finding new ways for hotels to succeed in today's changing market world. Online customer reviews can be used to reflect the degree of differentiation between hotel brands and understanding the hotel industry's market structure through text analytics. The purpose of this study is to discover and demonstrate how customer online reviews (WOM and content), in the hospitality industry using text analysis can be used to explore brand positioning of hotel persona. This study gathered 4.215 online reviews one of hotel at Bandung city from year of 2015 – 2019, the methodology used the approach of text classification, quantitative analysis of text. This study found the category of visitors who stay the most are comes from family category and romantic vacation category, while the target visitors expected by the hotel are from business traveler’s category. Most customer state the word "family" when mentioning the hotel. Children, family, pool, zoo are the words most often discussed in customer reviews. This study findings can be used as an insight into what are the things that generate a satisfying experience and strengthen brand positioning of the hotel. In the future, it would be interesting to gathered data from multiple e-commerce application, and combining ontology-learning-based text mining and psychometric techniques to translate online hotel’s reviews into a hotel’s positioning map, capturing the relationship between product of hotel and reviewer effectively. Keywords: online review, brand positioning, text analytics, customer perceived value, hotel persona
Highlights
This study found the category of visitors who stay the most are comes from family category and romantic vacation category, while the target visitors expected by the hotel are from business traveler’s category
Social media and content created by consumers on the Internet continue to grow and have an impact on the hotel industry, online travel reviews appear as a powerful source of information in influencing consumer prepurchase evaluations of hotels, this trend highlights the need for greater understanding of the impact of online reviews consumers to consumer attitudes and behavior (Browning et al 2013)
The relative frequency - how often does a word occur as a proportion of all occurring words - by the category of the value (Fair, Good and Unknown), Figure.5 shows the most frequent words by comment type Fair and Good and Unknown, distinguishing words to detect words that distinguish between the comment categories, by a comparison word-cloud, words of playground, location, pool, family, zoo have Good terms, and words of room, water, towel, wall, bed, staff, check-in shows in Fair terms
Summary
Social media and content created by consumers on the Internet continue to grow and have an impact on the hotel industry, online travel reviews appear as a powerful source of information in influencing consumer prepurchase evaluations of hotels, this trend highlights the need for greater understanding of the impact of online reviews consumers to consumer attitudes and behavior (Browning et al 2013). The extraordinary growth of social media and consumer-generated content on the Internet has inspired the development of data analytics to understand and solve real-life problems. Current technological advances have given customers the freedom to provide hotel reviews on social media. Data contains customer’s journey before, during or after being in the hotel. Online reviews from consumers as a form of electronic-WOM is experiencing rapid development (Brown, Broderick and Lee, 2007). A negative review from customer affected potential action of positive direction, expectations, suggestions, content improvement and warnings and it may prevent other potential customers to visit the destination (Vásquez, 2011)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
