Comparative netnographic analysis of sharia hotel visitor reviews between tripadvisor and google review

Abstract

Halal tourism is experiencing rapid development, driven by the demand of Muslim tourists. One of which is in the Sharia hotel industry. Few studies compare reviews of Sharia hotel visitors among review platforms. This study used a netnographic comparative method to identify and obtain comparisons of visitor reviews of Sharia hotels on TripAdvisor and Google Review. Comparison reviews are compiled based on the positive and negative reviews felt by visitors to Sharia hotels in Indonesia. A total of 427 reviews on TripAdvisor and 3076 reviews on Google Review of 9 Sharia hotels in Indonesia were analyzed using grounded theory. Sharia hotel facilities (32.15%) became the most dominant positive review on Google Review. At the same time, TripAdvisor reviews showed different results, which made cleanliness, tidiness, and comfort (25.61%) positive reviews with the highest percentage. However, Google Review (57.40%) and TripAdvisor (53.70%) have similarities in highlighting inadequate facilities as negative reviews. The results of this study are beneficial for the government and Sharia hotel managers in improving quality and competitive strategies. This study is one of the initiators of comparative netnography to compare two review platforms in the Islamic hotel industry.