The Study of Online Reviews Content Analysis Capabilities to Determine Customer Satisfaction and Preferences in a Context of the Hotel Industry

This master thesis provides a research of content-analysis approach implementation opportunities in order to understand clients’ preferences and their satisfaction levels in hospitality industry. The analysis is based on web-service with hotels’ reviews – TripAdvisor. The research is split into two main stages. On the first step, scripts for Python programming language are developed – they conduct scrapping and parsing of pages containing hotel reviews and profiles of reviewers at TripAdvisor. Web-robot gathered personal data on more than 200’000 users who visited hotels of Singapore and India. The market data were decomposed by users’ demographical characteristics mentioned in their profile data. Applying statistical approaches, the paper provides answers for the number of questions such as whether age or gender has significant impact on the level of client’s satisfaction, or whether users are more lenient to the overseas hotels. On the second stage, the factor analysis of clients’ satisfaction levels was conducted. Based on the literature review, the factors which influence clients’ satisfaction levels were selected. Furthermore, based on qualitative and quantitative content-analysis of 201 reviews of Marina Bay Sands hotel, the additional factors were introduced in the analysis. Finally, the paper specifies the impact of each demographic characteristic taken from users’ profiles on the clients’ satisfaction levels by certain factors, as well its significance levels. Besides, a number of local conclusions were stated regarding overall and factorial clients’ satisfaction in Singapore hospitality market, and Marina Bay Sands hotel, in particular.