What is it about?
This paper tries to create and test a customer-based brand equity model for Spanish hotel, simple and valid in several different destinations, using the rating of the users in Tripadvisor instead the expensive surveys.
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Why is it important?
In addition to proving the existence of a dimension of brand value based on the opinion of users through these platforms that the hotels must manage, confirms the validity of the online data for brand research, which leads us to the possibility of More dynamic models, with much larger databases and comparatively cheaper than through surveys.
Perspectives
Although nowadays surveys allow more complex model than online ratings, this paper suggests the use of the online sources as another cheaper kind for brand equity research. It also suggests the growing importance of the combination of customer satisfaction, e-wow, formation of expectations for new users and brand equity. Now, a dimension of brand equity is under the control of users, outside the control of hotels and traditional communication used by hotels. Dimension to be studied and analysed for the hotel business success.
Dr German Gemar
Universidad de Malaga
Read the Original
This page is a summary of: Brand Equity Research Using Online Customer Ratings of Spanish Hotels, International Journal of Tourism Research, November 2016, Wiley,
DOI: 10.1002/jtr.2096.
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