Abstract
The growing importance of online hotel booking platforms has revolutionized the hospitality industry, generating new business opportunities and intense competition among service providers This study analyzes user-generated content from online reviews to understand what drives user adoption of online hotel booking platforms. Using topic modeling, categorical principal component analysis, and relative importance ranking, the study identifies key factors like comparison of hotel options and online booking features as crucial for user adoption. Conversely, negative hotel experiences contribute to dissatisfaction. The results offer valuable insights for the hospitality industry, emphasizing the dominance of online booking and price comparison in customer adoption.
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