ABSTRACT

This study uses an intrinsic lens to assess the brand personality of leading peer-to-peer (P2P) accommodation platforms and hotel brands through brand generated content. Using a word embedding technique, gaussian process model, and cosine similarity, fourteen brands’ personality traits were analyzed and compared through brands’ tweets. Findings reveal that P2P accommodation platforms have high scores in Conscientiousness, Extraversion, and Agreeableness, followed by Openness, but are lowest on Neuroticism. Contrary to popular assumption, brand personalities of P2P accommodation platforms are highly similar to traditional hotels. This study extended the current knowledge on P2P accommodation from a brand personality perspective. Methodologically, this study highlights the potential of social media to derive insights beyond the traditional survey approach to understand the human psychology and behavior of brands.

摘要

本研究使用内在视角，通过品牌生成的内容来评估领先的点对点 (P2P) 住宿平台和酒店品牌的品牌个性。使用词嵌入技术、高斯过程模型和余弦相似度，通过品牌推文分析和比较了 14 个品牌的个性特征。调查结果显示，P2P 住宿平台在责任心、外向性和宜人性方面得分较高，其次是开放性，但在神经质方面得分最低。与流行的假设相反，P2P住宿平台的品牌个性与传统酒店高度相似。本研究从品牌个性的角度扩展了当前关于 P2P 住宿的知识。在方法论上，