... their preferred hotel attributes, main concerns or demands. This study also provides a feasible approach and a case study as an example to help enterprises more effectively apply social media analytics in practice. © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only...

.... A business can take the consumers’ opinions toward not only its own product but also toward the product of competitors through social media analytics. Furthermore, the business can predict market sales performance and estimate the gap with competing products. As a result, decision makers can adjust...