Abstract
Tourism is a rapidly developing industry, covering a significant part of the gross domestic product. Understanding clients and meeting their needs is a dominant role to meet the economic objectives of accommodation facilities. The primary objective of the article is to evaluate the sentiment of the customers rating in the purpose of stays at top hotels in the Visegrad Group countries. This objective was accomplished based on exploratory analysis, sentiment analysis, and polarity analysis of various types of hotel stays (business travelers, couples, friends, family, and solo travelers). The analysis included 117 hotels from the Visegrad Group countries (the Czech Republic = 39-33.3%; Hungary = 15-12.8%; Poland = 56-47.9%; Slovak Republic = 7-6%) and input into analysis were obtained from online booking portal TripAdvisor during July in 2019. The analysis featured 22,400 customer reviews. The exploratory analysis made use of the frequency word cloud charts and association tables. In this section, it was found that there were no significant differences between the concept and syntax. The only difference is noticeable in solo travelers. The sentiment analysis assessed the relative frequencies of the sentiment, where significant differences were found in three of the ten analyzed areas - positive, trust, sadness. The last part of the analyzes assessed polarity (negative or positive review). However, no significant difference was found. Overall, the polarity of the positive outputs exceeded that of the negative outputs. Differential tests such as ANOVA, Kruskal-Wallis test, or Welch test were used to process the previous two parts. The choice of tests was justified by the outcomes of outliers and variance variability. The study points to perfect implementation of customer-oriented marketing theories in the hotels in question, as evidenced by relatively high values of specific areas of sentiment and relatively low differences between customer categories in terms of the type of their stay. Keywords: the sentiment, polarity, hotel, word cloud, difference analysis, Visegrad group, customer satisfaction.
Highlights
As tourism is becoming a vital determinant of the growth of cities and countries, understanding behaviour of tourists provides further information on how to increase customer satisfaction and how to attract loyal customers (Yoon and Uysal 2005; Domi et al, 2019)
The priority objective of this research is to determine differences in the sentiment found in customer's ratings in terms of the individual purpose of a hotel stay in the top hotels in Visegrad group countries
The main objective of our research is to determine differences in the sentiment found in customer's ratings in terms of the individual purpose of a hotel stay on a sample of top hotels in Visegrad group countries
Summary
As tourism is becoming a vital determinant of the growth of cities and countries, understanding behaviour of tourists provides further information on how to increase customer satisfaction and how to attract loyal customers (Yoon and Uysal 2005; Domi et al, 2019). Sentiment analysis usually quantifies the degree of positivity or negativity relative to the main subject of the text (Taboada et al, 2011) It does what each user is required to do after they write a product or service review: quantify the expressed opinion through the star rating (Grabner et al, 2012). The degree of interactivity has shifted the Internet's purpose from an information source to an opinion source (Dippelreiter et al, 2007; Schmalegger and Carson, 2008) Any information, whether it is a product offered in an online store, a post on social media or experience with a service, can be commented on or evaluated in some way (Litvin et al, 2008; Xiang and Gretzel, 2010). Since hotels operate in a competitive and dynamic environment, they must use this information effectively to understand their customers better, improve hotel performance and compete with other businesses
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