Comparative Content Analysis of Hotel Reviews by Mass Tourism Destination

Abstract

This article examines user-generated content (UGC) related to hotels in three different mass tourism destinations (Antalya, Majorca, and Sharm El Sheikh) that offer services with the all-inclusive system (AIS) to comparatively analyses tourists' evaluations and emotions about service components. While the study was designed with the content analysis method, text mining and sentiment analysis were used together. Customer reviews (UGC) of top hotels in three different mass tourism destinations were collected from an on-line travel review site. A total of 3588 English hotel reviews were analysed by the R program. Analysis of the reviews for famous mass tourism destination hotels in the Mediterranean region has also clearly revealed the priority service characteristics (rooms, staff, and food) and dominant emotions for hotels in all destinations in comparison. Moreover, the multiple correspondence analysis results clearly show how the emotions about the services of the hotels in three different regions diverge. Analysis results provide important clues for mass tourism destination hotels working with AIS.