Brand Equity Research Using Online Customer Ratings of Spanish Hotels

被引：9

作者：

Soler, Ismael P. ^{[1
]}

Gemar, German ^{[2
]}

机构：

[1] Univ Malaga, Programa Doctorado Econ & Empresa, Malaga, Spain

[2] Univ Malaga, Dept Econ & Adm Empresas, Plaza El Ejido S-N, Malaga 29013, Spain

来源：

INTERNATIONAL JOURNAL OF TOURISM RESEARCH | 2017年 / 19卷 / 02期

关键词：

customer-based brand equity; structural equation modelling; customer review; TripAdvisor; Spain; online; USER-GENERATED CONTENT; WORD-OF-MOUTH; SOCIAL MEDIA; CONSUMER PERCEPTIONS; REVIEWS; TOURISM; IMAGE; IMPACT; MODEL; SATISFACTION;

D O I：

10.1002/jtr.2096

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study sought to create and test a customer-based brand equity model for Spanish hotels with TripAdvisor data. Using a sample of 1514 hotels and structural equation modelling with an asymptotically distribution-free method, a valid basic, unified model was developed. The results confirm the viability of online data for brand equity research. These data reduce the cost of data capture, allowing the collection of a large amount of data and the creation of more dynamic models. The results also show that aspects of brand equity are now under the control of users, a finding that requires further research. Copyright (c) 2016 John Wiley & Sons, Ltd.

引用

页码：191 / 202

页数：12

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