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Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor

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  • Giglio, Simona
  • Pantano, Eleonora
  • Bilotta, Eleonora
  • Melewar, T.C.

Abstract

The aim of this paper is to understand consumers’ perception of luxury hotel brands. To this end, the research evaluates consumers’ “big” visual data on TripAdvisor through a machine learning approach. Results shed light on the significant part of non-textual elements of the hotel experience such as pictures, which cannot be explored through traditional methods as content analysis. In particular, the analysis of 7,395 consumers’ pictures leads to the identification of the attributes that had the higher impact on their experience. These attributes emerged as specific features of interior elements of the hotels (rooms and restaurant).

Suggested Citation

  • Giglio, Simona & Pantano, Eleonora & Bilotta, Eleonora & Melewar, T.C., 2020. "Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor," Journal of Business Research, Elsevier, vol. 119(C), pages 495-501.
    • Handle: RePEc:eee:jbrese:v:119:y:2020:i:c:p:495-501
    DOI: 10.1016/j.jbusres.2019.10.053
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    1. Pantano, Eleonora, 2021. "When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate," Journal of Business Research, Elsevier, vol. 123(C), pages 117-125.
    2. Taishoff, Marika & Mühlbacher, Hans & Kauppinen-Räisänen, Hannele, 2022. "Building and sustaining resilient luxury service ecosystems," Journal of Business Research, Elsevier, vol. 146(C), pages 201-215.
    3. Pere Mercadé-Melé & Fernando Almeida-García & Aitor Martinez-Garcia & Miquel Angel Coll-Ramis, 2023. "Hotel Rooftops as a Space for Consumption in Historic Centres: The Case Study of Palma (Spain)," Land, MDPI, vol. 12(3), pages 1-12, March.
    4. K Thirumaran & Haejin Jang & Zahra Pourabedin & Jacob Wood, 2021. "The Role of Social Media in the Luxury Tourism Business: A Research Review and Trajectory Assessment," Sustainability, MDPI, vol. 13(3), pages 1-13, January.

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