Hotel Service Analysis by Penalty-Reward Contrast Technique for Online Review Data

Hotel reviews play an important role in the selection of hotels by travelers. Online travel platforms (e.g., Tripadvisor, Expedia) provide multi-criteria room, service, location, sleep quality, etc.) ratings to make it easier for travelers choose a hotel from reviews. Through penalty-reward contrast analysis (PRCA), this study aims explore asymmetric effects attribute performance (Value, Cleanliness, Location, Rooms, Service, and Sleep Quality) on customer satisfaction with different geographic cultural backgrounds using review data Shanghai, Seoul, New York. This compares cities. At same time, that are written English domestic language city. The findings help managers serve customers improve services identifying criteria affect satisfaction. As result, will be possible service profitability hotel.