A netnography on tripadvisor reviews that influence the hotel occupancy

The Online Travel Agencies (OTAs) increasingly depend on consumer-generated content as a valuable resource for making decisions about booking their rooms. Individuals share their opinions, ratings, and feedback on various products and services through these platforms. Hotels should leverage online customer reviews to gain insights into their clientele and improve operational efficiency. However, interpreting guest reviews can be difficult due to the vast amount of data present. This paper aims to analyze the online reviews from Tripadvisor and hotels using a netnography approach, identifying the hotel features that guests discuss based on Tripadvisor reviews and assessing guest satisfaction based on these online evaluations. The findings indicate that the majority of hotel guests who left feedback were international travelers. These attributes include amenities, location, pricing, service, cleanliness, food and drink options, as well as the atmosphere of the hotel and rooms. The research indicates that guests posted both favorable and unfavorable feedback across a few commonly recognized categories like cleanliness of the hotel, overall ambiance, and amenities offered. Among the various attributes, guests who were satisfied typically left positive remarks regarding the cleanliness and setting of the hotel and rooms, whereas those who were dissatisfied focused on issues related to amenities. The results of this study provide important theoretical and managerial insights into identifying hotel features that contribute to guest satisfaction and offer a deeper understanding of the perspectives of both satisfied and dissatisfied guests based on their reviews. The paper wraps up by acknowledging its limitations and proposing directions for future research.