This paper illustrates how new technologies such as text and data mining can be used to process and analyze text data on a scale not previously possible. The paper investigates the types of information available on one of the most popular hotel industry discussion boards and discusses the strengths and weaknesses (actionability) of the data. Also of interest is that the study data are open, unedited, undirected, true 'Voice of the Customer' data. Thus the results shed new light on how brands are defined by their consumers.
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