Impact of the rating system on sentiment and tone of voice: A Booking.com and TripAdvisor comparison study

Online reviews have bridged the gap between traditional word-of-mouth and viral communication, influencing peer's decision processes. Analyzing tourists' online helps hotels address overall customer (dis)satisfaction. Using sentiment analysis to understand reviewers' satisfaction analyze voice tone expressed feelings, this research attempts enlarge hotel, platform, tourist trilogy's knowledge. A total of 38,292 posted on Booking.com TripAdvisor from 191 were analyzed. Results indicated that rating system influenced reviewer's sentiment, even though did not increase alongside hotel category, leading using a sterner voice. Differences acknowledged according nationality. The most positive feelings linked staff-tourist encounters whereas presented more negative especially overcharging billing issues. These outcomes can guide managers in establishing priorities improve service meet customers' expectations.