A methodology for a comparative analysis of the lodging offer of tourism destinations based on online customer reviews. (June 2018)

• Record Type: Journal Article
• Authors: Rodríguez-Díaz, Manuel; Espino-Rodríguez, Tomás F.
• Is Part Of: Journal of destination marketing & management. Volume 8(2018)
• Page Start: 147
• Page End: 160
• Publication Date: 2018-06
• Subjects: Tourism destination -- Destination management -- Perceived value -- Lodging -- Quality service -- Online customer review; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2017.02.006
• Languages: English
• ISSNs: 2212-571X

Abstract

Abstract: The objective of this paper is to develop a practical methodology to analyze competitor tourism destinations on the basis of their lodging offer and the perceived value concept. To implement this methodology, an empirical study of five competitor destinations was carried out using customer evaluations of lodging companies available on the Booking.com website. Today, online customer opinions and the development of practical methodologies to analyze tourism destinations are essential elements in designing a competitive strategy. The results show that the methodology proposed can contribute to managing tourism destinations and to analyzing the level of competitiveness of the lodging offer. Likewise, three hypotheses are formulated to determine the factors related to perceived value. The results reveal that the application of the methodology is practical and directly related to customers' real feelings because it is based on their online evaluations. Highlights: The comparative analysis presented in this study it is useful for practitioners and researches. The reliability and validity of the scale used by Booking.com to measure online customer evaluations is confirmed. The validity of discrimination or similarity between goods or services is proposed and tested. This study demonstrates that the value concept contributes to analyze the lodging offer.