Study of the critical success factors of emblematic hotels through the analysis of content of online opinions The case of the Spanish Tourist Paradors

• Published in: European journal of management and business economics Vol. 27; no. 1; pp. 42 - 65
• Main Authors: Fuentes-Medina, M Lilibeth, Hernández-Estárico, Estefanía, Morini-Marrero, Sandra
• Format: Journal Article
• Language: English
• Published: Madrid Emerald Group Publishing Limited 01-01-2018; Emerald Publishing
• Subjects: Analysis of content; Competition; Competitive advantage; Consumers; Content analysis; Critical success factors; Data mining; Emblematic hotels; Hotels & motels; Sentiment analysis; Spanish Tourist Paradors; Strategic planning; Success factors; Tourism; Value chain; United Kingdom > UK; Portugal; Ireland; Europe; Spain
• ISSN: 2444-8451; 2444-8494
• DOI: 10.1108/EJMBE-11-2017-0052

PurposeThe purpose of this paper is to identify the critical success factors of emblematic hotels from the perspective of the guest, by analysing the direct activities that make up the value chain of these types of establishments.Design/methodology/approachThe authors use the case study methodology to derive conclusions that contribute to the development of a theory about the success factors of emblematic hotels. The case selected is the Spanish Tourist Parador chain. The authors carried out over a period of two years a data mining analysis of the online comments posted by its guests.FindingsThe results indicate that the attributes of location and facilities are critical success factors expected a priori given the nature of the business of such establishments, based on the singular nature of the buildings. Another critical success factor is personnel, which seems to indicate that the Paradors support their business model by employing highly qualified staff, but give less attention to restaurant services or the room, according to guest perceptions.Originality/valueThe paper provides required evidence on the critical success factors of emblematic hotels adapting Porter’s value chain, for the tourism accommodation sector, through the analysis of direct value chain activities. In addition, the existing literature is broadened by taking a perspective scarcely studied, the guest perception of hotel establishments, online content posted by the user on the establishment’s website, rather than simply considering the traditional views of the experts/managers, through structures questionnaires. Besides, the results provide practical and useful implications for the managements of the emblematic hotels under study.