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This study aims to propose a competitor intelligence and analysis (CIA) model that can be used for the analysis of a firm’s competitors. Empirically, it investigates the application of the CIA model on online reviews. This proposed model clarifies the confusion between terms such as competitive intelligence, competitor intelligence and competitor analysis and provides a more efficient process for managers.Design/methodology/approachThe approach of the model integrates text mining techniques as a big data method with network analysis to form a competitor analysis. This study has considered two centrality metrics – degree centrality and betweenness centrality – to identify the functional associations among the resources elaborated by the customers of the hotels.FindingsFindings show online reviews may be used as a solid source of intelligence. The intelligence maps visualized through the text-net technique is an efficient representation of tourist satisfaction and dissatisfaction with a tourism company and its competitors.Practical implicationsThe proposed approach can be used in the hotel industry along with many others. The implications for scholars and managers and the possible directions for future research are also discussed in the study.Originality/valueThis study develops a new approach for competitive intelligence practices in the hotel industry and tests a new method for competitor analysis as a part of the competitive intelligence and analysis approach developed in this study.
Tourism Review – Emerald Publishing
Published: May 31, 2021
Keywords: Hotels; Network analysis; Online reviews; Text mining; Competitive intelligence; Competitor intelligence; Competitor analysis
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