Search results

1 – 1 of 1
Open Access
Article
Publication date: 10 June 2020

Aureo Paiva Neto, Elaine Aparecida Lopes da Silva, Lissa Valéria Fernandes Ferreira and José Felipe Ribeiro Araújo

This paper aims to explore a hotel brand personality performance through electronic word-of-mouth. A complementary attribute is designed and tested in addition to the…

4327

Abstract

Purpose

This paper aims to explore a hotel brand personality performance through electronic word-of-mouth. A complementary attribute is designed and tested in addition to the already existing five dimensions from the brand personality scale, denominated sustainability.

Design/methodology/approach

A sample of 16,175 reviews from the rating session of three hotel properties behind a brand was retrieved from TripAdvisor for a data mining procedure. A complementary list of associated words was considered in addition to the 42 personality traits of Aaker’s model, and a brief inventory was developed based on the 17 sustainable development goals (SDGs) to compose the sustainability dimension.

Findings

This study registered sincerity as the most representative dimension in its results, and ruggedness as the lowest. This is evidence that the latter is not suitable for representing a brand personality scale for hotels and could be replaced by sustainability.

Research limitations/implications

Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension.

Practical implications

This investigation enables hotel managers to work more effectively on their brand strategies based on sustainability-oriented brand personality, which could deliver economic, social and environmental benefits to the world by influencing consumption behavior in association with the SDGs.

Originality/value

This study differs from existing literature by attempting to fill a gap on the limitations of studies focused on linking brand personality to sustainability, and using data mining to reach this goal.

研究目的

本论文探索通过电子口碑形式的酒店品牌个性效用。本论文设计和检测了一个附加要素 (计价可持续性), 对现有的五项维度品牌个性量表进行补充

研究设计/方法/途径

本文样本为TripAdvisor同一品牌的三家酒店的16,175评论, 对其进行数据挖掘。本文扩充了Aaker模型的42项个性特点外的相关词汇, 并且建立了基于17项可持续发展战略目标(SDGs)的词汇库, 以确定可持续性维度

研究结果

本论文确立了真诚度为结果中最具代表性的维度, 坚固性为最低代表度。显而易见, 坚固性不适合代表酒店品牌个性, 需要被可持续性取代

研究理论限制/意义

尽管相关结果, 本文建议采用新问卷和测试来为新提出的维度做更好的理论支持

研究实际意义

hx672C;论文使得酒店经理能够更高效地运作, 基于可持续品牌个性的品牌战略, 这将带来结合SDGs的消费行为, 从而对世界带来经济、社会、和环境效益

研究原创性/价值

本论文区别于以往的文献, 连接品牌个性与可持续性, 使用数据挖掘的方法, 来实现研究目的, 对有限的相关文献做出贡献

Details

Journal of Hospitality and Tourism Technology, vol. 11 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

1 – 1 of 1