Intention to reuse of high-end hotels in Seoul - online opinion mining

Intention to reuse of high-end hotels in Seoul - online opinion mining

Regarding hotels, the intention to reuse, and willingness to recommend the product are essential success indicators of business performance. However, existing studies tend to focus on online e-opinion about hotels with no targeted starring. This greatly limits the generaHzability of their findings. Through content analysis of online opinions, this study examined the main variables explaining e-satisfaction, the links of the latter to e- direct and indirect loyalty of high-end hotels in Seoul. One-tailed correspondence and link analyses are applied to a corpus of 750 online reviews collected from one of the largest hospitality and tourism platforms, booking.com, sampled from a total of 26459 e-generated opinions and 23 premium five stars hotels in Seoul, coded manually. The work concludes that specific hotels’ attributes, major vectors with similar orientations, are preeminent factors to be considered by managers in addition to the scoring criteria presented by the database itself.