ANALYSIS OF THE POSITIONING OF RIO DE JANEIRO HOTELS BASED ON ONLINE TRAVEL REVIEWS (OTRS)

• DOI: 10.22533/at.ed.5582192207079

• Palavras-chave: Hotels; positioning; social media; online travel review; tripadvisor.

• Keywords: Hotels; positioning; social media; online travel review; tripadvisor.

• Abstract:

   Justified purpose of the topic: The analysis of hotel services has been the subject of several studies in the field of tourism and this research seeks to analyze the positioning of the five hotels in the city of Rio de Janeiro best ranked on Tripadvisor through the comments posted on the site. Goal: Within a marketing and management view, the present research aims to analyze the positioning of hotels through the evaluations posted on the aforementioned social media of the mentioned hotel ventures. Methodology and approach: The study is characterized by being exploratory and descriptive, with a quantitative approach, carried out through the collection of user-generated content (UGC) or User-Generated Content, on the website, related to 150 customer reviews of hotels that form the research universe and as a tool for analysis, the Iramuteq software was used. Results: The results achieved through the descending hierarchical classification (CHD) that Iramuteq retained and divided the total corpus of assessments collected into four classes: Class 1 – Cost-Benefit; Class 2 - Environment; Class 3 - Quality/Service provision; Class 4 - Marketing; and finally Class 5 – Structure; characterizing what customers perceive as important at the time of choosing and using the means of accommodation and, through the analysis, they indicate that the hotels that form the research objects are positioned by attribute, by users, by category of products and by class of service. Originality of the document: This work is original in terms of theme and framework.

• Número de páginas: 15