Discovering the sustainable hotel brand personality on TripAdvisor

Abstract

Purpose This paper aims to explore a hotel brand personality performance through electronic word-of-mouth. A complementary attribute is designed and tested in addition to the already existing five dimensions from the brand personality scale, denominated sustainability. Design/methodology/approach A sample of 16,175 reviews from the rating session of three hotel properties behind a brand was retrieved from TripAdvisor for a data mining procedure. A complementary list of associated words was considered in addition to the 42 personality traits of Aaker’s model, and a brief inventory was developed based on the 17 sustainable development goals (SDGs) to compose the sustainability dimension. Findings This study registered sincerity as the most representative dimension in its results, and ruggedness as the lowest. This is evidence that the latter is not suitable for representing a brand personality scale for hotels and could be replaced by sustainability. Research limitations/implications Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension. Practical implications This investigation enables hotel managers to work more effectively on their brand strategies based on sustainability-oriented brand personality, which could deliver economic, social and environmental benefits to the world by influencing consumption behavior in association with the SDGs. Originality/value This study differs from existing literature by attempting to fill a gap on the limitations of studies focused on linking brand personality to sustainability, and using data mining to reach this goal.