Abstract
One approach to significantly enhance hotel products, services, and marketing strategies is through online guest evaluations. However, few research has examined online reviews utilizing a SERVQUAL model for sentiment analysis, therefore addressing this gap, notably in the Philippine hotel industry. The SERVQUAL model, which was modified in accordance with the purpose of the study, served as the foundation for the framework. Customers who had stayed at and evaluated the establishment on Agoda, Kayak, and Booking Web Portal served as subjects, and Qualitative Sentiment Analysis Research design was used. The results were divided into positive and negative sentiments and categorized using the five RATER (Reliability, Assurance, Tangibles, Empathy, and Responsiveness) dimensions of service quality. The validity and reliability of the instruments used can be attributed to the literature utilizing and validating them as a measurement scale of customer satisfaction. Finally, the study revealed that the overall satisfaction of guests at the hotel establishment was heavily influenced by physical hotel features rather than intangible factors. The researchers were then able to provide specific suggestions for improving the hotel service and product quality, as well as prospective program improvements which can also be used by other accommodation.
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