Ecological hotels' customer satisfaction through text mining of online reviews: a case of Ecuador hotels

Abstract

Purpose

This research aims to analyze the customer satisfaction associated with experiences from 14 ecological hotels in Ecuador by exploring online guest reviews and classifying the most influential factors.

Design/methodology/approach

This study applied big data exploration, semantic network analysis, EFA and linear regression. It processed 22,629 online reviews from Google/travel, extracting 100 words with the highest frequency. In addition, CONCOR analysis built a comprehensive structural model gathering essential keywords. Furthermore, exploratory factor analysis and regression were conducted to explore the elements that best express customer satisfaction in ecological hotels.

Findings

The words such as green, sustainable, recycle, environment and ecological were not found among the main attributes extracted. Nonetheless, the keywords obtained reflect customer satisfaction, revealing that green practices do not affect comfort and the guests' experience. CONCOR analysis displayed four categories associated with satisfaction: tangibles, experience, location and empathy. Then, EFA restructured and revealed the factors: facilities feature, assurance, reliability, location and experience. Lastly, the regression disclosed location, assurance and facilities features as the most significant factors for customer satisfaction in the 14 ecological hotels. The terms related to the hotel area, staff care and hotel amenities were decisive for guests.

Practical implications

This study demonstrated that employee courtesy and location are the keys to enhancing customer experience and satisfaction. Hotel managers must promote green attributes and practices to increase customer awareness through constant staff training and information disclosure in common areas.

Originality/value

These findings provide insight and empirical evidence for hoteliers to understand how and what guest perceive to be green practices. By identifying the main features or concepts associated with satisfaction in Ecuador's green hotels, hoteliers could address new strategies to respond to expectations, effectively satisfy customers and provide a superior experience.

Citation

Moreno Brito, Y.L., Ban, H.-J. and Kim, H.-S. (2023), "Ecological hotels' customer satisfaction through text mining of online reviews: a case of Ecuador hotels", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-09-2022-0467