Volume 06,Issue 01

An Intelligent Method for Understanding Consumers' Perception of Luxury Hotel Brands Using Convolutional Neural Networks

Authors

Jeiran Gharahbash, Nasrin Jazani

Abstract
Branding is an effective tool for companies to identify and differentiate products or services in consumers' minds. Branding is a marketing strategy widely used to improve firm performance. There is considerable ambivalence in how different societies and cultures relate to the consumption of luxury goods. The aim of this paper is to understand consumers' perception of luxury hotel brands. For this purpose, this research investigates consumers' "big" visual data on TripAdvisor through a Convolutional Neural Networks (CNN). The CNN is one of the most accurate machine learning algorithms that can detect and capture hidden relationships between different variables. To this end, this article explores visual data emerged from 7105 pictures posted in March 2019 by unique users, related to six different luxury hotels in Florida, Unites States. The obtained results showed the significance of non-textual elements of the hotel experience such as pictures, which cannot be examined within conventional schemes as content analysis. The analysis of 7105 consumers' pictures using CNN leads to the identification of the features that had the higher impact on their experience. These features emerged as specific characteristics of interior elements of the hotels (rooms and restaurant). The obtained results indicate how big data analytics and CNN can help monitoring social media and understand consumer's perception of luxury hotels through the new analysis of visual data, as well as turn into better brand management strategies for luxury hotel managers.

Keyword: Branding, Luxury hotels, Luxury goods, Interior elements, Machine learning.

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