Understanding Satisfied and Dissatisfied Hotel Customers: Text Mining of Online Hotel Reviews

This article aims to examine the underpinnings of satisfied and unsatisfied hotel customers. A text-mining approach was followed and online reviews by satisfied and dissatisfied customers were compared. Online reviews of 2,510 hotel guests were collected from TripAdvisor.com for Sarasota, Florida. The research findings revealed some common categories that are used in both positive and negative reviews, including place of business (e.g., hotel, restaurant, and club), room, furnishing, members, and sports. Study results further indicate that satisfied customers who are willing to recommend a hotel to others refer to intangible aspects of their hotel stay, such as staff members, more often than unsatisfied…