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Differences between TripAdvisor and Booking.com in branding co-creation

机译：TripAdvisor与Booking.com之间的差异在品牌共同创造

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摘要

The most popular travel platforms in the world are Booking.com and TripAdvisor. Both these platforms take advantage of users' reviews as a source of information to help other users in their traveling decision processes. These users' reviews are creating, recreating, and destroying online reputation, and consequently affecting firms brand image. Managing a hotel's brand image online can be a major challenge, considering the wide range of user content generated in distinctive platforms. This article focuses on hotel brand image co-creation in TripAdvisor and Booking. Using a sample of 52 hotel units, all located in an island destination, it shows that despite both platforms being supported by user-generated content (UGC), both projected brand identity and image can be quite different. Content analysis was used to assess the brand personality traits communicated as well as sentiment analysis in order to understand the nature of the content better. Results show that hotel profile descriptions in the TripAdvisor platform convey a more sincere brand personality, while the descriptions in Booking.com convey a personality-oriented profile to the scale of excitement. This study demonstrates the utility of looking into electronic word-of-mouth as a source of brand meaning co-creation.
机译：世界上最受欢迎的旅行平台是Booking.com和TripAdvisor。这两个平台都利用了用户的审查作为信息来源，以帮助其他用户在旅行决策过程中。这些用户的评论正在创建，重新创建和销毁在线声誉，并因此影响公司品牌形象。在线管理酒店的品牌形象可能是一个重大挑战，考虑到独特平台中生成的广泛用户内容。本文重点介绍了酒店品牌图像在TripAdvisor和预订。使用52个酒店单位的样本，所有位于岛屿目的地，它表明，尽管用户生成的内容（UGC）支持了两个平台，但都会有预计的品牌标识和图像可能完全不同。内容分析用于评估沟通的品牌个性特征以及情感分析，以便更好地了解内容的性质。结果显示，TripAdvisor平台的酒店简介描述传达了一个更真诚的品牌个性，而Booking.com的描述将一个以人为本的形象传达给兴奋的规模。本研究展示了以电子话语为作为品牌意义共同创造的源头的效用。

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