Albert A. Barreda

An analysis of user‐generated content for hotel experiences

Purpose – The broad goal of the study is to determine how travelers communicate in the cyberspace in relation to their positive and negative experiences they had when staying in a particular hotel. Further goals of this study include identifying the main themes that motivate consumers to evaluate hotel experiences in online environments and categorize the most frequently mentioned areas in the online hotel reviews.Design/methodology/approach – Content analysis techniques were applied by using the software tool NVivo 8 in order to analyze comments extracted using an automated web spider. The spider extracted qualitative data in the form of reviews and comments and quantitative data in the form of demographic information and ratings. The reviews were considered as a primary data for analysis, these reviews portrayed both positive and negative experiences. During this process, the spider collected data on 3,124 hotels and 17,357 traveler reviews from the TripAdvisor site.Findings – By reviewing and understan...

Generating brand awareness in Online Social Networks

Display Omitted Virtual interactivity positively affects brand awareness.Reward for activities positively affects brand awareness.System quality positively affects brand awareness.Information quality positively affects brand awareness.Brand awareness positively affects WOM in social media. With their exceptional interactive and communicative capabilities, Online Social Networks (OSNs) allow destinations and companies to heighten their brand awareness. Many tourist destinations and hospitality brands are exploring the use of OSNs to form brand awareness and generate positive WOM. The purpose of this research is to propose and empirically test a theory-driven model of brand awareness in OSNs. A survey among 230 OSN users was deployed to test the theoretical model. The data was analyzed using SEM. Study results indicate that building brand awareness in OSNs increases WOM traffic. In order to foster brand awareness in OSN, it is important to create a virtually interactive environment, enabling users to exchange reliable, rich and updated information in a timely manner. Receiving financial and/or psychological rewards and accessing exclusive privileges in OSNs are important factors for users. Both system quality and information quality were found to be important precursors of brand awareness in OSNs. Study results support the importance of social media in online branding strategies. Virtual interactivity, system quality, information content quality, and rewarding activities influence and generate brand awareness, which in return, triggers WOM.

Developing a brand structure pyramid model for travel-related online social networks

Purpose – The aim of this paper is to develop a comprehensive model that combines brand awareness, brand image, brand emotional attachment, brand evaluation and also shows how these constructs affect e-loyalty through the use of travel-related online social network (OSN) websites. Design/methodology/approach – Based on an in-depth literature review, a conceptual e-loyalty model was developed. Empirical data were collected through a web-based questionnaire from 236 respondents. A structural equation modeling was utilized to test the e-loyalty model. Findings – Results indicate that brand awareness positively affects brand image. Brand awareness directly and indirectly influences brand emotional attachment and brand evaluations. The total effects of brand awareness and brand image suggest that higher awareness level and positive image encourage OSN users to be more loyal. In return, this increases the probability that OSN members will repurchase through the OSN websites that they are emotionally connected w...

The Role of Trust in Creating Positive Word of Mouth and Behavioral Intentions: The Case of Online Social Networks

In the past few years, online social networks (OSNs) have become among the most frequently visited sites on the Internet. Consumers rely on other users’ comments and reviews prior to purchasing products and services; therefore, the role of OSNs in consumers’ decision-making process has become an important marketing phenomenon. Contemporary companies are trying to create online communities and engage users to post positive word of mouth (WOM) in OSNs and build long-lasting relationships with consumers. A review of the literature underlines the role of satisfaction and trust in customer–company relationships. This study examines the relationships between trust, satisfaction, behavioral intentions, and WOM in the OSN context. An online questionnaire was deployed and a structural equation model was implemented to test a theory-driven model. Findings indicate that trust is a vital component for OSN marketing. In online environments, trust tends to have a positive influence on satisfaction, and satisfaction partially mediates the impact of trust on brand behavioral intentions and WOM.

Creating brand equity when using travel-related online social network Web sites

Based on an empirical analysis, the author offers an online social network (OSN), user-based brand equity framework, for application in business branding efforts and investigation. The author finds novel elements of brand equity that should be contemplated by travel researchers and practitioners. Elements of brand equity produced from literature review are portrayed in theoretical relationships. The proposed model is examined with data collected from travel-related OSN Web site users in the United States. Findings authenticate the validity and reliability of the designed theory-driven framework.

Who Are the Bulls and Bears in Global Lodging Markets

This article looks at the values of market-based equities (common stocks) based on the relative investment valuation, analyzed with several earnings multiples in global lodging markets in 2014. To be specific, we compare the value of various common stock portfolios sorted for four geographical regions with those relative value investment metrics so that we can make a solid judgment about bullish and bearish markets demonstrating investors’ confidence or stagnancy, anomalies in prices indicating under and overvalued stocks, and outperforming lodging portfolios in global markets. Common stock prices in portfolios are standardized, utilizing earnings parameters such as Current Price/Earnings Ratio (PE) and its variants (Trailing and Forward PE), Price/Earnings to Growth (PEG), and The Market Value of Debt and Equity free of Cash-to-EBITDA (Value/EBITDA). Linking the relative value with earnings proxies and the stock portfolios, which are extracted in a homogeneous industry but are sorted from heterogeneous regions, primary findings of this study reveal that western and eastern markets have outperformed the Latin markets in regard to future earnings estimate, earnings growth, and excessive returns from the invested capital.

Hospitality Bankruptcy in United States of America: A Multiple Discriminant Analysis-Logit Model Comparison

ABSTRACT This study examines bankruptcy prediction of hospitality firms within U.S. equity markets. The article investigates whether the Logit model or the Multiple Discriminant Analysis (MDA) accurately predict bankruptcy, specifically it attempts to investigate how accurate Logit and MDA models are. Various key financial variables were utilized as predictors and contrasting samples of both bankrupt and non-bankrupt firms for the period 1992–2010 were used. In this analysis Statistical software SPSS 20 was utilized for the analysis. Results show that for the period 1992–2010, the MDA model outperformed the Logit model for overall bankruptcy prediction. Theoretical and practical implications were offered based on the results. The study is critical given the significant number of hospitality enterprises being intensely impacted by the recent economic downturn. Consequently, the hospitality industry in United States demands higher degree of accuracy from bankruptcy prediction models to forecast economic failure.

The Mediating Effect of Virtual Interactivity in Travel-Related Online Social Network Websites

ABSTRACT This study develops and empirically tests a virtual interactivity (VI) framework in the context of travel-related online social network (OSN) websites. Data was collected from 236 respondents. The findings reveal that system quality, psychological benefits, brand awareness, and reward activities positively affect VI in OSN websites. In return, VI positively influences brand image, brand attachment, and brand evaluation. The results also indicate that brand image was positively related to both brand attachment and brand evaluation. This is one of the few studies in this area of research and results provide theoretical and practical implications in relation to building brand image, brand evaluation, and brand attachment for travel-related OSN websites.

Evaluating the impact of mega-sporting events on hotel pricing strategies: the case of the 2014 FIFA World Cup

Purpose This study aims to examine the impact of a mega-sporting event “2014 FIFA World Cup” on hotel pricing strategies and performance. Design/methodology/approach The present project examines the host regions’ response to the 2014 FIFA World Cup which was established by the variance in the main hotel key performance indexes: occupancy, average daily rate, revenue per available room (RevPAR) and supply. Using data gathered from STR, this research distinctly shows how the Brazilian host regions reacted to the World Cup. Findings Results suggest that the key performance indicators of Brazil’s lodging sector reacted differently to the World Cup. Although all hosting cities experienced significant RevPAR growth because of the increase in hotel room rates during the event, the supply and occupancy performed differed from each city. Research limitations/implications Research is limited to the case of hotel performance at the country level for mega-events. The study focused on the reaction of revenue managers in the Latin America context. Other contexts may generate different results. Practical implications The study helps revenue managers to examine how the FIFA World Cup travel demand affected pricing strategies and revenue management practices in the Brazilian hotel sector in areas undergoing seasonal growths in overnight tourism. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events. Social implications This study reveals that the benefits brought by a mega-event are not always translated into strong hotel revenue performance. This study highlights an important but understudied research area of revenue management pricing strategies and the effect of mega-sporting events in the hotel sector. This study contributes to the literature as one of the few investigations to benefit hotel pricing strategies and overall revenue performance. Originality/value This study is one of the few studies about exploring the reaction of revenue managers during the execution of a mega-sporting event. The value of the present study lies in the fact that the authors extend previous studies examining the impact of the most important sporting event in the hotel industry at the country-level perspective. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events.

Evaluating the value proposition of developing a vacation ownership resort: the case of Florida and Hawaii

Purpose This paper aims to examine the value proposition of developing a vacation ownership project in Florida and Hawaii by analyzing actual company data. Design/methodology/approach The study is based on a net present value model approach that was used for analysis of the company financial data. Findings Results suggest that the vacation ownership alternative produces better financial performance than traditional hotel development. Research limitations/implications Research is limited to the case of a company in two main destinations. Practical implications The paper helps practitioners by presenting a current approach to consider in their understanding and perception of vacation ownership. Social implications Research is limited to the case of a company in two main destinations. Originality/value This study is one of the few investigations about applying real company data and comparing the main timeshare markets.