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Modelling the Role of Social Media in Hotel Selection Using Bayesian Networks

Authors:
Alexandros Bousdekis
Dimitris Kardaras
Stavroula Barbounaki

Keywords: belief network; data mining; e-tourism; tourism management.

Abstract:
Consumers increasingly use social media to search for information, compare alternative products and services, and make decisions for activities, such as travel planning and hotel selection. In this context, social media have gathered the research interest as a major form of electronic Word-Of-Mouth (eWOM) to prospective travelers. Existing literature is rich on research works about the influence of travel-oriented online media, such as TripAdvisor, to consumers’ decisions with several approaches for sentiment analysis. However, travelers are also widely affected by online comments posted on social media, such as Facebook, Twitter, etc. This paper proposes a methodology for modelling the role of social media in hotel selection using Bayesian Networks (BN). Specifically, it enables identifying the relationships between the way travelers use social media and the criteria for selecting hotels. The proposed approach is demonstrated on a dataset of 360 social media users.

Pages: 33 to 38

Copyright: Copyright (c) IARIA, 2020

Publication date: October 18, 2020

Published in: conference

ISSN: 2519-8351

ISBN: 978-1-61208-800-6

Location: Porto, Portugal

Dates: from October 18, 2020 to October 22, 2020