Use of the pathfinder network scaling to measure online customer reviews: A theme park study

Ren, Qun, Xu, FeiFei and Ji, Xiaowei (2019) Use of the pathfinder network scaling to measure online customer reviews: A theme park study. Strategic Change, 28 (5). pp. 333-344. ISSN 1086-1718

Full content URL: http://doi.org/10.1002/jsc.2288

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Use of the pathfinder network scaling to measure online customer reviews: A theme park study
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Abstract

We use pathfinder network scaling (PENETS) approach to measure and evaluate theme park visitors' online reviews. PFNETS as an effective tool of big data analytics can be used to identify unobserved meaningful interrelationships between concepts. Although there are many research analyzing online reviews, this study is the first attempt to use an analytical approach of PFNETS to explore online reviews in theme park visitor experiences. The article collects 14,142 effective reviews of the world's first Disneyland in California from TripAdvisor. Using parallel and similarity comparison in pathfinder scaling, four individually but fully connected networks were generated to reveal different visitors' experiences in different segments. The findings indicate the dissimilarity of concept relatedness between different segments and revealed the knowledge gap of marketing to different segments in theme parks.

Keywords:pathfinder network scaling, online review measure, customer segments, similarity, concept relatedness
Subjects:N Business and Administrative studies > N590 Marketing not elsewhere classified
N Business and Administrative studies > N800 Tourism, Transport and Travel
N Business and Administrative studies > N100 Business studies
Divisions:Lincoln International Business School
ID Code:37066
Deposited On:07 Oct 2019 07:45

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