Influential factors of loyalty and disloyalty of travellers towards traditional-resorts

ABSTRACT

With emergence of digital travel platforms, traveller online reviews have become a source of rich information, which has a significant role in their perception of the services that influences consumer’s demand for resorts. This study aims to identify and rank influential factors of loyalty and disloyalty of travellers through customer online reviews in traditional resorts using Latent Sentiment Analysis (LSA). Our results indicate factors that creating loyalty and disloyalty towards traditional resorts are different and some of these factors are more significant and different from previous studies in the context of other types of hotels. This study signifies the importance of travellers’ online reviews to the resorts managers and contributes to them to improve loyalty factors and alleviate disloyalty factors.

KEYWORDS:

• Customer loyalty
• customer disloyalty
• traditional resorts
• online reviews
• text mining

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Mohammadjavad Shabankareh

Mohammadjavad Shabankareh studied international marketing at the University of Tehran, Iran. He is interested in data science, consumer behaviour, hospitality, branding, digital marketing, and IOT. He is also interested text mining, artificial intelligence. He is currently working in “mitramed” which is a medical tourism company in Iran and is active in stock market.

Alireza Nazarian

Alireza Nazarian is a Senior Lecturer in International and Cross-Cultural Management at the University of Westminster, UK. His research interests include organizational theory, leadership, national and organizational culture, organizational performance, and organizational effectiveness. He has published in a number of journals including International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, and Journal of Business Research.

Nader Seyyedamiri

Nader Seyyedamiri is Faculty Member at the University of Tehran, Iran. He has Ph.D. degree in marketing at the University of Tehran, Iran, and works as a Guest Researcher in Aalborg University of Denmark. His research area is entrepreneurial and digital marketing in tourism and small and medium e-businesses.

Gholamreza Jandaghi

Gholamreza Jandaghi currently works at the Faculty of Management and Accountancy, University of Tehran, Iran. He obtained his Ph.D. in biostatistics from University of Toronto, Canada. His area of expertise includes statistics, biostatistics, quantitative methods, research methodology, statistical analysis, and management sciences.

Alireza Ranjbaran

Alireza Ranjbaran studied marketing at the University of Tehran, Iran. He is interested in tourism, hospitality, branding, data science and digital marketing. He is also interested in SEM and statistics analytics. He is working as a marketing manager in bistatech which is a company working in ICT.