Customer experience through online reviews from TripAdvisor: the case of Orlando theme parks

Q3 Business, Management and Accounting

International Journal of Technology Marketing Pub Date : 2023-01-01 DOI:10.1504/ijtmkt.2023.127352

Sara Morgado d, a Costa, Sérgio Moro, Paulo Rita, Bráulio Alturas

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引用次数: 1

Abstract

In the last years, the development of social media and digital technology has empowered customers to strongly engage with firms, to freely behave choice wisely and to influence other customers either positively or negatively. This study sought to extract latent information on theme park visitor perception and experience through sentiment analysis from user generated content. In general, satisfaction and sentiment differed between the eight theme parks, wherein the three theme parks with higher positive sentiment were Disney's Animal Kingdom, followed by Universal's Islands of Adventures, Discovery Cove and finally SeaWorld. Furthermore, it was found on the one hand that drivers of customer's satisfaction were associated with sentiments such as 'fun', 'great', 'lovely' and 'amazing', and on the other hand experience and services like 'rides', 'water', 'dolphins', 'experience' and 'show'. Those results are valuable to support theme park management to improve guest experiences and consequently achieve sustainable competitive advantage.

查看原文本刊更多论文

通过TripAdvisor在线评论获得的客户体验:以奥兰多主题公园为例

在过去的几年里，社交媒体和数字技术的发展使客户能够与公司紧密接触，自由地做出明智的选择，并对其他客户产生积极或消极的影响。本研究试图通过对用户生成内容的情感分析，提取主题公园游客感知和体验的潜在信息。总体而言，八个主题公园的满意度和情绪有所不同，其中三个主题公园的积极情绪较高，分别是迪士尼动物王国，其次是环球冒险岛，探索湾，最后是海洋世界。此外，我们还发现，顾客满意度的驱动因素一方面与“有趣”、“伟大”、“可爱”和“惊人”等情绪有关，另一方面与“游乐设施”、“水”、“海豚”、“体验”和“表演”等体验和服务有关。这些结果对支持主题公园管理改善游客体验，从而获得可持续的竞争优势具有重要价值。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Technology Marketing Business, Management and Accounting-Marketing

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.