Discovering the sustainable hotel brand personality on TripAdvisor

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.,A sample of 16,175 reviews from the ra...

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Autores: Paiva Neto, Aureo|||0000-0003-4912-9692, Lopes da Silva, Elaine A.|||0000-0002-5185-2348, Ferreira, Lissa Valéria Fernandes|||0000-0003-2434-6981, Araújo, José Felipe Ribeiro|||0000-0002-6764-2230
Tipo de recurso: artículo
Fecha de publicación:2020
País:España
Institución:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:306928
Acceso en línea:https://ddd.uab.cat/record/306928
https://dx.doi.org/urn:doi:10.1108/JHTT-05-2019-0076
Access Level:acceso abierto
Palabra clave:Sustainability
EWOM
Data mining
Hotel brand personality
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spelling Discovering the sustainable hotel brand personality on TripAdvisorPaiva Neto, Aureo|||0000-0003-4912-9692Lopes da Silva, Elaine A.|||0000-0002-5185-2348Ferreira, Lissa Valéria Fernandes|||0000-0003-2434-6981Araújo, José Felipe Ribeiro|||0000-0002-6764-2230SustainabilityEWOMData miningHotel brand personalityThis 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.,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.,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.,Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension.,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.,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. 22020-01-0120202020-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/306928https://dx.doi.org/urn:doi:10.1108/JHTT-05-2019-0076reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:3069282026-06-06T12:50:31Z
dc.title.none.fl_str_mv Discovering the sustainable hotel brand personality on TripAdvisor
title Discovering the sustainable hotel brand personality on TripAdvisor
spellingShingle Discovering the sustainable hotel brand personality on TripAdvisor
Paiva Neto, Aureo|||0000-0003-4912-9692
Sustainability
EWOM
Data mining
Hotel brand personality
title_short Discovering the sustainable hotel brand personality on TripAdvisor
title_full Discovering the sustainable hotel brand personality on TripAdvisor
title_fullStr Discovering the sustainable hotel brand personality on TripAdvisor
title_full_unstemmed Discovering the sustainable hotel brand personality on TripAdvisor
title_sort Discovering the sustainable hotel brand personality on TripAdvisor
dc.creator.none.fl_str_mv Paiva Neto, Aureo|||0000-0003-4912-9692
Lopes da Silva, Elaine A.|||0000-0002-5185-2348
Ferreira, Lissa Valéria Fernandes|||0000-0003-2434-6981
Araújo, José Felipe Ribeiro|||0000-0002-6764-2230
author Paiva Neto, Aureo|||0000-0003-4912-9692
author_facet Paiva Neto, Aureo|||0000-0003-4912-9692
Lopes da Silva, Elaine A.|||0000-0002-5185-2348
Ferreira, Lissa Valéria Fernandes|||0000-0003-2434-6981
Araújo, José Felipe Ribeiro|||0000-0002-6764-2230
author_role author
author2 Lopes da Silva, Elaine A.|||0000-0002-5185-2348
Ferreira, Lissa Valéria Fernandes|||0000-0003-2434-6981
Araújo, José Felipe Ribeiro|||0000-0002-6764-2230
author2_role author
author
author
dc.subject.none.fl_str_mv Sustainability
EWOM
Data mining
Hotel brand personality
topic Sustainability
EWOM
Data mining
Hotel brand personality
description 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.,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.,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.,Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension.,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.,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.
publishDate 2020
dc.date.none.fl_str_mv 2
2020-01-01
2020
2020-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
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dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
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https://dx.doi.org/urn:doi:10.1108/JHTT-05-2019-0076
url https://ddd.uab.cat/record/306928
https://dx.doi.org/urn:doi:10.1108/JHTT-05-2019-0076
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
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dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
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