Analyzing the Impact of e-WOM Text on Overall Hotel Performances: A Text Analytics Approach

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Author(s): Aakash Aakash (University of Delhi, India), Anu G. Aggarwal (University of Delhi, India)and Sanchita Aggarwal (University of Delhi, India)
Copyright: 2020
Pages: 25
Source title: Exploring the Power of Electronic Word-of-Mouth in the Services Industry
Source Author(s)/Editor(s): Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa, Portugal)and Hans Ruediger Kaufmann (University of Applied Management Studies, Germany)
DOI: 10.4018/978-1-5225-8575-6.ch014

Keywords: Business Science Reference / Communication Studies / Education / Marketing

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Abstract

A flourishing of the importance of customer reviews has been observed in this digital era. This is especially true in hotel sector, which allows guests to express their satisfaction towards the service in the form of open-structured online reviews and overall ratings over travel agency websites. Using reviews data of 2001 hotels from Tripadvisor.com, the chapter analyzes the overall hotel performances through linguistic features of e-WOM such as its length, readability, sentiment, and volume. The chapter develops a regression model for evaluating guest satisfaction by using overall ratings as its measure, validated through hotel review data. Data analysis result shows that review volume, sentiment index, and readability have significant positive affect over guest satisfaction whereas length shows the negative influence. This chapter discusses beneficial implications for researchers and practitioners working in this field.

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