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Journal of Travel Research
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Measuring Guest Satisfaction and Competitive Position in the Hospitality and Tourism Industry

An Application of Stance-Shift Analysis to Travel Blog Narratives

John C. Crotts

College of Charleston

Peyton R. Mason

Linguistic Insights, Inc.

Boyd Davis

University of North Carolina-Charlotte

The measurement of guest satisfaction and delight is the focus of this article. An application of a quantitative methodology known as stance-shift analysis is proposed and demonstrated on data composed of Internet blog narratives. The authors argue that the method provides both an efficient and effective means to determine a firm’s competitive position in producing satisfied guests who will not only come back but also recommend the firm to others. Specifically, the method produces relatively detailed evaluations to determine the following: How satisfied are my guests? What are they telling others about their experiences? How is my property performing in creating satisfying guest experiences when compared with the competition? What are my property’s strengths and weaknesses in its competitive environment?

Key Words: satisfaction • delight • Internet blogs • competitive analysis • stance-shift analysis

This version was published on November 1, 2009

Journal of Travel Research, Vol. 48, No. 2, 139-151 (2009)
DOI: 10.1177/0047287508328795
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