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Responding to the voice of the markets: an analysis of Tripadvisor reviews of UK retail markets

Viriya Taecharungroj (Mahidol University International College, Salaya, Thailand)
Gary Warnaby (Institute of Place Management, Manchester Metropolitan University, Manchester, UK)
Cathy Parker (Institute of Place Management, Manchester Metropolitan University, Manchester, UK)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 28 September 2020

Issue publication date: 28 May 2021

237

Abstract

Purpose

The purpose of this paper is to investigate the experience of visitors to UK markets by analysing their Tripadvisor reviews to identify perceived experiential dimensions with a view to informing actions by those responsible for market management to provide a better consumer experience.

Design/methodology/approach

This research analysed 41,071 Tripadvisor reviews of 61 UK markets. A latent Dirichlet allocation machine learning algorithm was conducted to identify the experience dimensions of visitors. A text analysis was performed to indicate salience and valence of commonly used words.

Findings

Five dimensions of experience are identified: atmosphere, merchandise, local variety, food and disappointment, together with the underlying factors that drive positive experience.

Practical implications

Place and market managers should assess and position their market informed by diverse experiential dimensions. They should also improve and enhance the experience of visitors according to the underlying factors of each dimension.

Originality/value

Retail markets have historically played an important role in the development of urban places. However, the ability to continue performing this role requires a greater understanding of how markets are perceived by those who use them. One way to achieve this is to use emergent technologies to inform decision-making by those responsible for their management. It demonstrates the potential of a new analytical technique using digital technologies to improve one of the oldest forms of retailing.

Keywords

Acknowledgements

The authors thank the editors and the anonymous reviewers for valuable comments on earlier drafts of this paper.

Citation

Taecharungroj, V., Warnaby, G. and Parker, C. (2021), "Responding to the voice of the markets: an analysis of Tripadvisor reviews of UK retail markets", Journal of Place Management and Development, Vol. 14 No. 2, pp. 180-200. https://doi.org/10.1108/JPMD-02-2020-0016

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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