This article presents a content analysis of guest comment logbooks recorded over a 15-month period. The procedure is illustrated using a case study of a resort hotel located in the Caribbean. The data were classified by resort attributes, purpose of the visit, resort activities and features, and overall evaluative statements. The categorization results yielded some interesting and useful information that can be translated into marketing and managerial guidelines in such areas as segmentation, positioning, relationship building, development of promotional and sales materials, human resources, organizational culture, and operational practices.
Get full access to this article
View all access options for this article.
References
1.
Easwar, Iyer (1993). "Anatomy of Green Advertising."Advances in Consumer Research, 20: 494-501.
2.
Kassarjian, H.H. (1977). "Content Analysis in Consumer Research."Journal of Consumer Research, 4: 8-18.
3.
Lewis, Robert C., Richard Chambers, and Harsha E. Chacko (1995). Marketing Leadership in Hospitality.2d ed. New York: Van Nostrand Rienhold, pp. 34-41.
4.
Zeithaml, Valarie A. (1981). "How Consumer Evaluation Processes Differ between Goods and Services." In Marketing of Services , edited by James Donnelly and William George. Chicago: American Marketing Association.
5.
Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry (1985). "Problems and Strategies in Services Marketing."Journal of Marketing, 49 (Spring): 33-46.
