Will you pick me again? International Hotel Chains Brand Loyalty Reflection from User Reviews

Authors

  • Rosanna Leung Department of International Tourism and Hospitality, I-Shou University
  • Elise Wong School of Hospitality, Tourism & Events Faculty of Social Sciences & Leisure Management Taylor’s University

Keywords:

brand loyalty, online reviews, international hotel chain, customer behavior

Abstract

Online reviews had been used as the data source to examine customer satisfaction and dissatisfactions for more than a decade; however, limited studies examined brand. This study extracted 12 active online review contributors with 43 reviews, examined their brand loyalty behavior on international hotel chains. This study developed a method that utilizing online review data to identify the hotel customer attitudinal loyalty. The results indicated that repeat customers have stronger brand loyalty and their attitudinal behavior can be reflected from their reviews. Hotel managers should use review websites a new management tool to identify the potential loyal customers and understand the repurchasing intentions.

Author Biographies

Rosanna Leung, Department of International Tourism and Hospitality, I-Shou University

Rosanna Leung is the Assistant Professor in the Department of International Tourism and Hospitality at I-Shou University. Her research focuses on smart hospitality, information technology management in hospitality and tourism, and online consumer behaviour.

Elise Wong, School of Hospitality, Tourism & Events Faculty of Social Sciences & Leisure Management Taylor’s University

Elise Wong is a Senior Lecturer II at the School of Hospitality, Tourism & Events Management of Taylor’s University. Her research focuses on areas related to website evaluation, digital marketing, mobile marketing, and e-consumer behavior in the hospitality and tourism industries.

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Published

2019-12-20

How to Cite

Leung, R. and Wong, E. (2019) “Will you pick me again? International Hotel Chains Brand Loyalty Reflection from User Reviews”, e-Review of Tourism Research, 17(4). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/536 (Accessed: 6 December 2022).

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Section

Articles