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Measuring Air And Terrestrial Transport Company Reputation: Tourism Intangibles Expressed In The Digital Environment

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Abstract

The reputation of companies within the transport industry is influenced by competitive dynamics within the sector: low-cost flights, the attractiveness of destinations, online usergenerated content about users’ experiences, and more. At the same time, social media provides a means for companies to manage issues of tourism intangibles. Thus, it is relevant to analyse transport reputation in the digital environment, taking into consideration the resources for managing these intangibles. This paper presents a method for measuring transport reputation based on an analysis of tourism consumers’ digital opinions and passengers’ comments about their experiences with these firms. The use of social media, such as TripAdvisor and Facebook, conjugated with business intelligence tools and complemented by data mining techniques, can contribute to the development of metrics that consider intangibles like emotions and experiences, with the aim of measuring, analysing, and visualizing the complex relationships between these intangibles and transport companies’ reputations. The results present the impacts of these intangibles through clusters and positioning maps focusing on these issues. This investigation contributes to our knowledge about airlines and terrestrial transport companies that seek to differentiate their positioning in tourism markets through their reputations.

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  • Ramos, Célia & Casado-Molina, Ana & Peláez, José, 2017. "Measuring Air And Terrestrial Transport Company Reputation: Tourism Intangibles Expressed In The Digital Environment," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 5(4), pages 443-462.
  • Handle: RePEc:ris:jspord:0954
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    More about this item

    Keywords

    Air and Terrestrial Transport Reputation; Business Intelligence; Online Reputation; Social Media;
    All these keywords.

    JEL classification:

    • E22 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Investment; Capital; Intangible Capital; Capacity
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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