Word cloud of online hotel reviews in Chiang Mai for customer satisfaction analysis

Abstract

© 2017 IEEE. This study aims to examine the satisfied and unsatisfied of hotel customers by utilizing a word cloud approach to evaluate online reviews. As a pilot test, online commends of 1,752 hotel guests were collected from TripAdvisor.com for 5 selected hotels in Chiang Mai, Thailand. The research results revealed some common features that are identified in both satisfied and dissatisfied of customer reviews; including staff service skills, hotel environment and facilities and a quality of room and bathroom. On the other hand, the findings shown that dissatisfied customers pointed out more frequently on the booking systems of the hotel. Therefore, this article's results suggests some clearer managerial implications pertaining to understanding of customer satisfaction level through the utilization of world cloud technique via review online platforms.