Restaurant positioning based on online travel reviews (OTRS)
DOI:
https://doi.org/10.7784/rbtur.v13i2.1453Keywords:
Restaurants, Positioning, Social media, Michelin Guide, Online travel review, Tripadvisor.Abstract
Justified purpose of the topic: analysis of catering services has been the object of several studies in the field of tourism, and in this work, we analyze the positioning of the thirteen starred restaurants in the Michelin Guide 2016 in the city of. Objective: Within a marketing and management vision, the present research aims to analyze the positioning of restaurants through the evaluations posted on said social media of said restaurants. Methodology and approach: The study is characterized by being exploratory and descriptive, with a quantitative approach, performed through the collection of user-generated content (CGU) or User-Generated Content, on the site related to 1,300 customer ratings of restaurants that form the research universes and as an analysis tool Iramuteq software was used. Results: The results obtained through the descending hierarchical classification (CHD) that IRAMUTEQ retained and divided the total of the corpus of the evaluations collected into four classes: 1) attendance; 2) the restaurants; 3) hospitalitythe service; 4) food, characterizing what customers perceive to be important when choosing and utilizing catering projects and, through the analysis, point out that high-class restaurants in São Paulo are ranked by attribute, by users, by category of products and by class of service. Original document: This work is original on the theme and framework.
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