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Understanding Satisfied and Dissatisfied Hotel Customers: Text Mining of Online Hotel Reviews

Katerina BerezinaCollege of Hospitality and Technology Leadership, University of South Florida Sarasota–Manatee, Sarasota, Florida, USAAnil BilgihanCollege of Business, Florida Atlantic University, Boca Raton, Florida, USACihan ÇobanoğluCollege of Hospitality and Technology Leadership, University of South Florida Sarasota–Manatee, Sarasota, Florida, USAFevzi OkumuşRosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA

2015en

ABI

Annotatsiya

This article aims to examine the underpinnings of satisfied and unsatisfied hotel customers. A text-mining approach was followed and online reviews by satisfied and dissatisfied customers were compared. Online reviews of 2,510 hotel guests were collected from TripAdvisor.com for Sarasota, Florida. The research findings revealed some common categories that are used in both positive and negative reviews, including place of business (e.g., hotel, restaurant, and club), room, furnishing, members, and sports. Study results further indicate that satisfied customers who are willing to recommend a hotel to others refer to intangible aspects of their hotel stay, such as staff members, more often than unsatisfied customers. On the other hand, dissatisfied customers mention more frequently the tangible aspects of the hotel stay, such as furnishing and finances. The study offers clear theoretical and managerial implications pertaining to understanding of satisfied and dissatisfied customers through the use of text mining and hotel ratings via review websites, social media, blogs, and other online platforms.

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Identifikatorlar

DOI: 10.1080/19368623.2015.983631

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