Content Analysis for Promoting Accommodation Services Business
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Abstract
This research involved collecting data in order to explore effective content for hospitality industry marketing strategies. It analyzed 627 reviews from guest reviews on Booking.comtm between May-November 2019, with each of these comments being a single document in the main body. The data was collected using content analysis and crosstab analysis. The data were extracted in May-November 2019 which verified reviews from real guests. The results of the research revealed guest commented on 12 types of accommodation, including hotel, hostel, resort, lodge, guest house, Bed & Breakfast (B&B), serviced apartment, studio apartment, inn, motel, caravan park, and villa. All accommodations are located in the 75 countries which the top five are United Kingdom, Australia, Italy, Spain, and United State of America. This study found that customers pay attention to accommodation amenities first, the second is location, service, servicescapes, budget, and general satisfaction, respectively. Analyzing these guest text reviews lead to understand the experience of guests in the hospitality industry. Analyzing customer reviews, businesses can measure customer satisfaction and improve their customer relations. In the marketing communication dimension, these reviews lead to creating effective promotional content and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience interests for marketing communication strategies of hospitality industry
Article Details
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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