Abstract
Big data analytics provides many opportunities to develop new avenues for understanding hospitality management and to support decision making in this field. User-generated content (UGC) provides benefits for hotel managers to gain feedback from customers and enhance specific product attributes or service characteristics in order to increase business value and support marketing activities. Many scholars have provided significant findings about the determinants of customers’ satisfaction in hospitality. However, most researchers primarily used research methodologies such as customer surveys, interviews, or focus groups to examine the determinants of customers’ satisfaction. Thus, more studies must explore how to use UGC to bridge the gap between guest satisfaction and online reviews. This paper examines and compares the aspects of satisfaction and dissatisfaction of Greek hotels’ guests. Text analytics was implemented to deconstruct hotel guest reviews and then examine their relationship with hotel satisfaction. This paper helps hotel managers determine specific product attributes or service characteristics that impact guest satisfaction and dissatisfaction and how hotel guests’ attitudes to those characteristics are affected by hotels’ market positioning and strategies.
Highlights
It is recognized that social media and user-generated content (UGC) contribute to the hospitality sector [1,2,3]
There are many competitors in the tourism sector, and hotel managers provide mainly similar products and services, which encourages managers to discriminate their hotels among their competitors
Text analytics was implemented to analyze a significant number of hotel guest reviews
Summary
It is recognized that social media and user-generated content (UGC) contribute to the hospitality sector [1,2,3]. Suggestions, or judgements on hotel booking websites regarding their accommodation [4,5] These online reviews called UGC provide benefits for hotels to gain customer feedback and enhance product or service characteristics, creating business value [6,7,8,9,10]. Hoteliers use other measures such as customer ratings to evaluate customer satisfaction These measures are assessed by hotel guests with scores ranging from 1 to 10 regarding certain attributes of services or the overall accommodation experience. Hotel managers can use online guest reviews that are more explanatory and represent guest satisfaction or dissatisfaction more comprehensively than consumer ratings. Defining the type and significance of determinants that affect guest satisfaction and dissatisfaction in hotel guest recommendations is a significant action for hotel managers using online communication channels to increase the demand for hotel services and enhance their firms’ performance [11,26]
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