Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/47665
Title: A model of market positioning based on value creation and service quality in the lodging industry: an empirical application of online customer reviews
Authors: Rodríguez Díaz, Manuel 
Espino Rodríguez, Tomás Francisco 
Rodríguez Díaz, Rosa 
UNESCO Clasification: 531290 Economía sectorial: turismo
Keywords: Turismo
Issue Date: 2015
Publisher: 1354-8166
Journal: Tourism Economics 
Conference: 4th International Conference on Tourism between China and Spain
Abstract: The aim of this paper is to develop a methodology to analyse and position tourism firms based on the value creation concept. An empirical study was carried out using customer evaluations of lodging companies available on the website of Booking.com. Based on this information, three new variables were created to analyse the competitive positioning of firms in a specific tourism destination: 'quality', 'value' and 'added value'; and a measurement method was proposed. The result is a manageable methodology that can be used by practitioners and researchers to analyse the lodging market and companies' positioning. The findings show that value is a subjective concept that depends on customers' expectations. Finally, the methodology was implemented in a specific case to show its capacity to analyse market positioning.
URI: http://hdl.handle.net/10553/47665
ISSN: 1354-8166
DOI: 10.5367/te.2014.0404
Source: Tourism Economics[ISSN 1354-8166],v. 21, p. 1273-1294
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