The aim of this study is to evaluate customer feedback using three distinct models: the Need model, Feedback model, and Network model. McClelland's motivation theory (1985) underlines that consumer feedback represents requirements, symbolizing a human drive at the tail of the vector. The action regulation theory (Hacker, 1989) characterizes consumer feedback as modifiers, resulting in its portrayal as a human adjective at the vector's tip. Finally, the actor-network theory (Latour, 1996) describes consumer feedback as an affect within a social network that dictates the vector's direction. Through the amalgamation of mathematical and psychological principles, a comprehensive model has been devised for hoteliers to implement effective strategies in meeting guest expectations.

To formalize a vector consisting of a tail (need), a tip (goal), and a direction (network), the study has applied linear transformation to derive an integrated model from the three models. To analyse the data gathered from 1000 TripAdvisor comments spanning from 2018 to 2023, Linguistic Inquiry Word Count was used to categorize the feedback into human drives, adjectives, and affect. Canonical correlation analysis was utilized to establish connections between consumer factors and marketing elements, resulting in the identification of three pairs: affect-pricing, adjectives-advertising, and drives-servicing.

The practical implications of this research indicate that during the low season, hoteliers should emphasize pricing at the vector's tail. Conversely, in high season, they can shift their focus to advertising at the vector's tip. The vector's direction depends on servicing. This study underscores the integration of mathematics and psychology in comprehending consumer behavior.

Authors:
Xuan Tran, University of West Florida, United States

About the Presenter(s)
Dr. Xuan V. Tran is a professor at the University of West Florida specializing in microeconomics, macroeconomics, and consumer behavior psychology in the hospitality and tourism industry. Tran's work has been published in respected journals.

Connect on Linkedin
https://www.linkedin.com/posts/university-of-west-florida---college-of-business_hospitality-students-presented-their-extensive-activity-7134975391970029568-Dkcy/

Connect on ResearchGate
https://www.researchgate.net/profile/Xuan-Tran/publications

Additional website of interest
https://uwf.edu/cob/departments/commerce/faculty/dr-xuan-v-tran.html

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