DERIVING CUSTOMERS PREFERENCES FOR HOTELS FROM UNSTRUCTURED DATA

Abstract

Hotel management uses customers' online reviews to uncover the most essential criteria for hotel selection to support sustainable tourism development and strengthen their marketing strategy as well as decision-making. This study implemented the Multi-Criteria Decision-Making (MCDM) to identify customers’ satisfaction and preferences. Data were collected from online reviews on eight hotels in Ubud, Bali Islands, submitted on TripAdvisor. The findings demonstrate that customers have varying levels of satisfaction when it comes to dissimilar preferences. Five major criteria influence their choices, namely price, cleanliness, location, facility, and food. The result of this study will help hotel management to set priority instructions for improving the corresponding hotel features.