Text mining social media for competitive analysis
Keywords:
Competitive intelligence, social media, text mining, hotel industry, financial performance.Abstract
Social media are utilised widely. Companies increasingly use socialmedia to communicate and interact with customers. Much
information is thereby generated and is available to everybody,
including competitors. Firms need to analyse what their customers
say and interact with them. Using text mining tools, companies can
know where they are in relation to their competitors and control
the behaviour of these. Transforming text into data and data into
knowledge can be vital to make the right decisions and improving
the competitive strategy of companies.
This study used a text mining tool to analyse the primary social
media sites, including Twitter, Facebook, LinkedIn, YouTube and
others, with a focus on a sample of hotels. The dimensions analysed
were sentiments, passion and reach. A dependence was found
between several variables obtained through text mining and
financial performance. The results indicate that analysis of social
media using these techniques can be a method to improve financial
performance.
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Published
10.01.2024
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Section
Tourism/Hospitality: Research Papers
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Copyright (c) 2016 Tourism & Management Studies
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How to Cite
Gémar, G., & Jiménez-Quintero, J. A. (2024). Text mining social media for competitive analysis. Tourism & Management Studies, 11(1), 84-90. https://www.tmstudies.net/index.php/ectms/article/view/761