Constructing Brand Personality from the TripAdvisor Online Reviews

: The research focuses on utilizing the unstructured dataset and the exploratory factor analysis to construct the brand personality of a sample hotel in Bali. Online reviews delivered by the consumers in TripAdvisor were collected within the 2019 – 2021 period of observation, further data cleaning was conducted. The results show that there are four dimensions, and there are missing competence dimensions within the dataset. This is a unique finding because the five dimensions usually exist in the hotel dataset in some other studies using the same method. There are five dimensions of brand personality, namely sincerity, sophistication, excitement, ruggedness, competence. Moreover, sincerity dominates within the dataset