Document Type : Research Paper
Author
Management Department, Humanity Faculty, Science and Arts university, Yazd, Iran
Abstract
This research analyzes customer satisfaction in the hospitality industry using online reviews from TripAdvisor. Its goal is to uncover hidden patterns in customer feedback and provide evidence-based solutions to improve the guest experience. The study collected textual and numerical data using a web scraping technique. Then, it used a random forest regression model to identify the importance of various features. An analysis of 2,411 reviews showed that room quality and staff service are the most significant factors influencing customer satisfaction. The research also revealed that factors such as location and price have a notable impact. This study provides a comprehensive framework for understanding the drivers of customer satisfaction and emphasizes the need to focus on room quality and staff service to optimize the guest experience. This data-driven approach helps hotel managers effectively allocate resources and strengthen their competitive advantage.
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