A methodology for a comparative analysis of the lodging offer of tourism destinations based on online customer reviews

Abstract

The objective of this paper is to develop a practical methodology to analyze competitor tourism destinations on the basis of their lodging offer and the perceived value concept. To implement this methodology, an empirical study of five competitor destinations was carried out using customer evaluations of lodging companies available on the Booking.com website. Today, online customer opinions and the development of practical methodologies to analyze tourism destinations are essential elements in designing a competitive strategy. The results show that the methodology proposed can contribute to managing tourism destinations and to analyzing the level of competitiveness of the lodging offer. Likewise, three hypotheses are formulated to determine the factors related to perceived value. The results reveal that the application of the methodology is practical and directly related to customers’ real feelings because it is based on their online evaluations.