عنوان انگلیسی مقاله:

Relationship between customer sentiment and online customer ratings for hotels – An empirical analysis

ترجمه عنوان مقاله: رابطه بین احساس مشتری و رتبه بندی های آنلاین مشتریان برای هتل ها: یک تحلیل تجربی

رشته: مدیریت

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

abstract

This study aims to establish a relationship between customer sentiments in online reviews and customer ratings for hotels. Customer sentiment refers to the emotions expressed by customers through the text reviews. These sentiments can be positive, negative or neutral. The study explores customer sentiments and expresses them in terms of customer sentiment polarity. Our results find consistency between customer ratings and actual customer feelings across hotels belonging to the two categories of premium and budget. Customer sentiment polarity explains significant variation in customer ratings across both the hotel categories. With regard to managerial implications, the study finds that, when compared with premium hotels, managers of budget hotels should improve their staff performance and hotel services. The present study is not exhaustive and other factors like customer review length and review title sentiment can be analyzed for their effects on customer ratings.

Keywords: Hotel categories, Customer ratings, Customer sentiments, Sentiment analysis

مقدمه مقاله

Introduction

Travel is an integral part of our lives. According to Pavaan Nanda, co-founder of Zostel,“ Travel is seen as a mode of self-realization, exploration and experiencing different forms of lifestyles. Leisure travel is not a product of luxury but rather considered a necessity to consolidate one’s energy. ”(Tripzuki, 2013). In 2015 international tourism market grew by 4%, with 1184 million tourists travelling worldwide. This was led by 5% growth in Europe, the America, Asia and the Pacific.

In 2016, international tourist arrivals are expected to grow by 4% worldwide (UNWTO, 2015). The Travel and Tourism Competitiveness Index Ranking (2015) indicate Europe (repre-sented by 6 countries) in the top 10, making it the best continent for travel. Spain tops the ranking list helped by surge in international tourists coming from emerging countries like China, Brazil and Mexico. Emerging countries are also seeing an uptrend in the inflow of international tourists. Countries like Morocco and Saudi Arabia are upcoming attractions in the Middle East eNorth Africa region. Similarly, in the Sub-Saharan Africa region, Mauritius and Botswana are preferred by travelers. As far as cities are concerned, Hong Kong tops the list for travelers, closely followed by London (Euromonitor, 2016).

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