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dc.contributor.author
Karavasiloglou, Katerina
en
dc.date.accessioned
2020-06-26T11:46:09Z
dc.date.available
2020-06-27T00:00:29Z
dc.date.issued
2020-06-26
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29678
dc.rights
Default License
dc.subject
Tourism
en
dc.subject
Big data
en
dc.title
User-generated content data and electronic word-of-mouth: their use by hotels in Thessaloniki
en
heal.type
masterThesis
en_US
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Hospitality and Tourism Management
en_US
heal.publicationDate
2019-07-16
heal.abstract
The aim of this study is to examine the use of user-generated content data that characterizes the hotel sector in Thessaloniki. Electronic word-of-mouth and customer satisfaction are two issues that are connected with user-generated content data. For this reason, hotel members of Thessaloniki Hotel Association were asked to answer to a specific questionnaire that includes questions about these three issues. Questions are sent via e-mail and answers are coded in Excel sheets in order to be processed. The literature review is based mainly on articles of Hospitality and Tourism, Management and Marketing journals, all found via the Google Scholar tool. It begins with an introduction to Big Data and user-generated content and it continues with the issues of electronic word-of-mouth and customer satisfaction, all connected with each other. The data analysis lead to interesting results. First, hotels in Thessaloniki are familiar at a high level with digital tools, such as social media, travel platforms and user-generated content analysis. Travel platforms are more important for their reputation and Booking is ranked as the most important one. Second, the majority of the hotels use content analysis and more specifically they have hired specialists for this. Third, online comments are the most important feedback source and the majority of them agree that negative online comments have a big impact in a hotel’s sales. Their attitude towards them is either responding to them or taking them into account without responding. Those who do not respond represent a percentage of 45% of the sample, which was expected to have been smaller because of their opinion on the level of importance of negative comments on sales. Respondents who do not answer to negative comments are more likely not to strongly believe that they affect hotel’s sales. Further analysis indicates that these two variables do not affect each other. Fourth, hotel managers develop their strategies aiming to attract new customers rather than retaining the existing ones. However, statistical analysis indicates that this difference is not statistically significant. Fifth, content analysis use is not related with their feedback sources and customer feedback is not fully exploited, as it is not taken into account as a stimulus to develop new products and services. In order to result to the above deductions, tables, pivot tables, chi-square tests and t-tests have taken place.
en
heal.advisorName
Gritzali, Alkmini
en
heal.committeeMemberName
Katsaliaki, Korina
en
heal.committeeMemberName
Mavragani, Eleni
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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