Advice from creative consumers: a study of online hotel reviews

Lee, L.W. ORCID: 0000-0002-3818-4445, 2014. Advice from creative consumers: a study of online hotel reviews. International Journal of Technology Marketing, 9 (1), p. 53. ISSN 1741-878X

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Abstract

This study explores what creative consumers are compelled to say about hotels through online reviews. Online reviews are highly influential, with consumers preferring the advice of other consumers over industry experts or information provided by the marketer. Over 7,000 online hotel reviews posted on TripAdvisor were examined, using Leximancer, a content analysis tool. This study provides insights on the factors contributing to guest satisfaction and dissatisfaction in luxury hotels and moderate hotels. It also demonstrates the importance of the information provided by creative consumers, both in terms of market research and as part of an overall marketing communications initiative.

Item Type: Journal article
Publication Title: International Journal of Technology Marketing
Creators: Lee, L.W.
Publisher: Inderscience
Date: 2014
Volume: 9
Number: 1
ISSN: 1741-878X
Identifiers:
NumberType
10.1504/IJTMKT.2014.058083DOI
Divisions: Schools > Nottingham Business School
Depositing User: Linda Sullivan
Date Added: 11 Dec 2017 14:17
Last Modified: 12 Dec 2017 08:46
URI: http://irep.ntu.ac.uk/id/eprint/32182

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