Evaluation of Tripadvisor Comments on International Chain Hotels with Sensory Analysis Method: Ankara Example

Abstract

The main purpose of the study is to reveal the feelings of the guests staying at the chain hotels about their comments and opinions on Tripadvisor and therefore their experiences during their stay. 655 reviews were used in the study, and the data used were obtained from consumer reviews on the Tripadvisor online travel site between January and October 2020. The research sample consists of 13 international chain hotels located in Ankara. After the data was collected, the comments were manually entered for analysis into the IBM Watson Tone Analyzer, an artificial intelligence program that automatically analyzes emotions. According to the results of the study, the hotel businesses in the sample received a very positive score from the guests who benefited from their service, which revealed the fact that the effect on e-Wom and other potential consumers was positive. According to the emotion analysis results revealed from online consumer comments within the scope of the study; The emotions emphasized by the guests with a strong tone about the services of the hotel businesses are "trust" and "pleasure". Accordingly, the guests of these hotel businesses have stated that they have confidence for whatever reason and that they enjoy receiving these services.