Exploring customer satisfaction in wellness accommodations in Thailand: Zero-shot classification and activity-based clustering

Abstract

According to the Global Wellness Institute, wellness tourism is expected to have a substantial growth of approximately 21% by the year 2025. Online reviews play a vital role in molding consumer behavior and impacting purchasing choices. The primary objective of this independent study is to examine consumer satisfaction in wellness accommodations in Thailand. To achieve this, a novel approach that integrates zero-shot modeling and activity-based clustering is employed. The objective of the study is to categorize groups based on wellness activities and accommodation characteristics, in order to gain a comprehensive understanding of their interconnections. Word clouds and bar chart are employed to see the frequency of terms in each cluster, so exposing guest preferences. The analysis includes five crucial aspects: hotel service, location, comfort, food, and cleanliness. Additionally, it evaluates wellness activities such as physical fitness, beauty care, nutrition, rest and meditation activity, and environmental awareness. The study findings indicate that customers prioritize service as the most important characteristic when it comes to wellness accommodation. The consequences of wellness accommodations are considerable, as they directly impact the outcome of wellness activities and the features of hotels. Each cluster should prioritize wellness activities and align them with specific accommodation attributes in order to enhance client satisfaction. By utilizing this knowledge, establishments can enhance their products to more effectively align with guest preferences, resulting in increased customer satisfaction and sustained loyalty.