Session

Management, Business and Economics

Description

In recent years, data are exploded and they become more unstructured as a result of increasing web pages, e-mails, social media, photos and video contents. Traditional databases are not enough now to manage such data. However, organizations should manage them to gain competitive advantages; otherwise they will go out of play. As unstructured data are increased now, companies face with ‘big data’ and data mining tools should be applied to transform mass data into information and even into knowledge. There are different data mining techniques providing ‘business intelligence’. One of them is text mining, a powerful tool to analyze texts as main unstructured data. They are mostly available in the tourism sector in the form of tourists’ satisfaction and dissatisfaction stories. In this study, text mining technique will be applied to travelers’ comments about hotels located in Durrës on booking.com. This web site collects travelers’ positive and negative comments separately, so it enables to analyze comments in a bipolar way. In this case, the comments represent unstructured mass data and the competitive advantage will be the knowledge of attributes of satisfaction and those of dissatisfaction. Based on the research findings, these attributes will be discussed in details. Some of them are considered as ‘standards’, where their existence does not create satisfaction but their lack causes dissatisfaction. On the other hand, some of them are considered as ‘providing competitive advantage’, where their existence creates satisfaction. Based on Herzberg’s motivational theory, it’s possible to state that hotel managers should eliminate dissatisfies to achieve a standard level. In addition they have to identify and then provide satisfiers to create competitive advantage which will result in travelers’ satisfaction.

Keywords:

Text Mining, Data Mining, Tourism Marketing, booking.com

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-12-3

First Page

40

Last Page

45

Location

Durres, Albania

Start Date

7-11-2015 9:00 AM

End Date

7-11-2015 5:00 PM

DOI

10.33107/ubt-ic.2015.20

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Nov 7th, 9:00 AM Nov 7th, 5:00 PM

Gaining Competitive Advantage in Tourism Marketing: A Text Mining Approach to Hotel Visitors’ Comments in Durrës

Durres, Albania

In recent years, data are exploded and they become more unstructured as a result of increasing web pages, e-mails, social media, photos and video contents. Traditional databases are not enough now to manage such data. However, organizations should manage them to gain competitive advantages; otherwise they will go out of play. As unstructured data are increased now, companies face with ‘big data’ and data mining tools should be applied to transform mass data into information and even into knowledge. There are different data mining techniques providing ‘business intelligence’. One of them is text mining, a powerful tool to analyze texts as main unstructured data. They are mostly available in the tourism sector in the form of tourists’ satisfaction and dissatisfaction stories. In this study, text mining technique will be applied to travelers’ comments about hotels located in Durrës on booking.com. This web site collects travelers’ positive and negative comments separately, so it enables to analyze comments in a bipolar way. In this case, the comments represent unstructured mass data and the competitive advantage will be the knowledge of attributes of satisfaction and those of dissatisfaction. Based on the research findings, these attributes will be discussed in details. Some of them are considered as ‘standards’, where their existence does not create satisfaction but their lack causes dissatisfaction. On the other hand, some of them are considered as ‘providing competitive advantage’, where their existence creates satisfaction. Based on Herzberg’s motivational theory, it’s possible to state that hotel managers should eliminate dissatisfies to achieve a standard level. In addition they have to identify and then provide satisfiers to create competitive advantage which will result in travelers’ satisfaction.