Restaurant positioning based on online travel reviews (OTRS)

analysis of catering services has been the object of several studies in the field of tourism, and in this work, we analyze the positioning of the thirteen starred restaurants in the Michelin Guide 2016 in the city of.

Objective:

Within a marketing and management vision, the present research aims to analyze the positioning of restaurants through the evaluations posted on said social media of said restaurants.

Methodology and approach:

The study is characterized by being exploratory and descriptive, with a quantitative approach, performed through the collection of user-generated content (CGU) or User-Generated Content, on the site related to 1,300 customer ratings of restaurants that form the research universes and as an analysis tool Iramuteq software was used.

Results:

The results obtained through the descending hierarchical classification (CHD) that IRAMUTEQ retained and divided the total of the corpus of the evaluations collected into four classes: 1) attendance; 2) the restaurants; 3) hospitalitythe service; 4) food, characterizing what customers perceive to be important when choosing and utilizing catering projects and, through the analysis, point out that high-class restaurants in São Paulo are ranked by attribute, by users, by category of products and by class of service.

Original document:

This work is original on the theme and framework.

Keywords:
Restaurants; Positioning; Social media; Michelin Guide; Online travel review; Tripadvisor

Positioning strategies	Description
Attribute positioning	It occurs when the company positioning is based on the performance of the product in some specific attributes, tangible or intangible.
Benefit positioning	It presents not only the product performance in certain attributes, but also its benefits; the product is positioned as a leader in a particular benefit.
Use/application positioning	It presents the product as the most appropriate to be used or applied in a specific situation.
User positioning	It associates the product to a certain type of user, based on characteristics such as lifestyle, personality traits, life history, among others.
Competitor positioning	It compares, implicitly or explicitly, the product or brand with a competitor, to facilitate the understanding of the positioning or to present itself as being better than competitors.
Product category positioning	Ranks the product as a leader in a particular category; is more used when it comes to new products, because it allows to emphasize the differences between a product and the others existing in the market.
Service class positioning	When the service is positioned as a leader in a certain category, "recreation theme park" or "integrated marketing communication service".
Quality or price positioning	When the positioning strategy communicates that the brand or service offers potential consumers best value for money (price-quality ratio) or the best value.

Associação Nacional de Pesquisa e Pós-Graduação em Turismo Rua Silveira Martins, 115 - cj. 71, Centro, Cep: 01019-000, Tel: 11 3105-5370 - São Paulo - SP - Brazil
E-mail: edrbtur@gmail.com

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[1] Francisco Barbosa do Nascimento Filho

Doctor in Tourism and Hospitality at Itajaí Valley University -UNIVALI - Balneário Camboriú - SC Masters in Education at UNOESTE - Presidente Prudente - SP Marketing Specialist at ESPM- Campinas - SP Specialist in Planning and Municipal Management at FCT - Presidente Prudente - UNESP Bachelor in Tourism at Potiguar University - Natal - RN His contributions in the article are in the following: Theme definition, development of initial draft of research proposal, data collection, data analysis and preparation to study conclusion. E-mail: francisco.nascimento@unesp.br