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    Mapping hotel brand positioning and competitive landscapes by text-mining user-generated content

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    Publication date
    2020-01
    Author
    Hu, F.
    Trivedi, Rohitkumar
    Keyword
    Brand positioning
    Competitive landscape
    Repertory grid analysis
    Text mining
    User-generated content
    Rights
    © 2019 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    This study uncovers hotel brand positioning and competitive landscape mapping by text-mining user-generated content (UGC). Rather than relying on a single dimension of consumer evaluation, the current study detects brand attributes by using both customer preferences as well as perceptual performance to develop meaningful insights. For this, the study combines content analysis and repertory grid analysis (RGA) to answer three key research issues. 111,986 hotel reviews from two biggest Chinese cities are used to explore and visualize the competitive landscape of six selected hotel brands across three hotel categories. Findings from the study will not only advance the existing literature on brand positioning and competitive landscape mapping but also help practitioners in developing brand positioning strategies to fight competitors within and across hotel categories.
    URI
    http://hdl.handle.net/10454/17120
    Version
    Accepted manuscript
    Citation
    Hu F and Trivedi R (2020) Mapping hotel brand positioning and competitive landscapes by text-mining user-generated content. International Journal of Hospitality Management. 84: 102317.
    Link to publisher’s version
    https://doi.org/10.1016/j.ijhm.2019.102317
    Type
    Article
    Collections
    Management and Law Publications

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