Social media competitive analysis and text mining: a case study in digital marketing in the hospitality industry
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School of Business |
Bachelor's thesis
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Authors
Date
2017
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
43
Series
Abstract
Objectives The main objectives of this study were to explore the effectiveness of using text mining to analyse the consumer generated content from online hotel reviews. Specifically, this study focuses on demonstrating the helpfulness of such tools in the case of Original Sokos Hotel Vaakuna Helsinki and Scandic Marski in Finland. By analyzing the current trends and patterns of the online reviews of the two hotels, the objective of the study is to understand the extent to which text mining can improve marketing decisions and thus bring value to consumers. Summary The tourism and hospitality industry has changed tremendously due to the emergence of online review platforms such as TripAdvisor.com. This study applies text mining analytics to conduct a content analysis on the social media content provided by hotel guests on these platforms. To gain competitive insights from the data, topic classification and sentiment analysis are used. Conclusions The findings of the research illustrate how topics and related sentiment can be identified from the online content. Although there are several similarities between the data regarding online discussion, the text mining analysis also identified some differences, which have the potential to contribute to gaining competitive intelligence in the industry. Overall, the study illustrates how simple text mining software, which requires little resources from firms can provide beneficial information about the market to hotels in international business.Description
Thesis advisor
Fodness, DaleKeywords
digital marketing, hotels, hotel, review, data mining