Aspect-based sentiment analysis on online customer reviews: a case study of technology-supported hotels

Abstract

Purpose The purpose of this study is to determine the satisfaction of the guests who stay at hotels offering technology-supported products and services related to the services and products they receive by using the opinion mining technique. Design/methodology/approach In this research, 12,396 customer reviews on booking.com related to ten hotels belonging to a hotel chain using technology-supported products were evaluated with aspect-based sentiment analysis techniques. Findings As a result of this study, it has been determined that using technology in hotel businesses creates a positive impression on customer satisfaction. It has been determined that the enrichment of standard hotel business products such as beds and room lighting with technology, in a way that will not be very costly, affects the guests. In addition, it is interesting that technological features such as robots and room service robots, which are called “High & Technology” in this study, are evaluated by customers in the service process. Practical implications The hotel managements have the opportunity to evaluate the services we offer by analyzing their online comments and to see their own image from the eyes of the guests. Hotel businesses must learn about customer expectations for technologies with high investment costs. This study, which analyzes online customer reviews, enables tourism businesses that offer technology-supported products and services and invest in technology in service delivery, to understand how customers evaluate the service. Originality/value In this study, customer reviews of a hotel group operating in many countries belonging to a hotel group that enriches its standard products with technology and provides service with the concept of a “smart hotel” were examined. This study contributes to the understanding of customers' experience of using technological products in hotel businesses. This study contributes to the literature on customers' satisfaction with technological hotel products and services and the decision of hotels to invest in technology.