Determinants of Agri-Hotel Customers Experience from the Perspective of user generated Content: Text Mining Analysis

In the hospitality industry, majority of the guests depend upon online reviews while choosing the hotels due to intangible services and risks associated with them. So, it is necessary to analyze the online reviews to understand the level of customers’ satisfaction and their experiences to improve the services. Moreover, consumer-generated reviews have an economic impact on the hospitality industry. The purpose of this paper is to identify the positive and negative determinants of agritourists’ experience by using text mining analysis. A total of 2566 online reviews of agri-hotels reviews were collected from 16 agri-hotels in India, which are listed on tripadvisor.com by using web-crawler developed in Python and NVivo 12, qualitative analysis software, was used to identify the determinants of agritourists’ experience. R Software was used to extract the technical features of user-generated content. The results of our analysis reveal a set of important insights about the drivers of guests’ positive and negative experiences in the agritourism industry. The findings revealed that experience, members, place of business, core products, and sleep quality and value are the common determinants of the positive and negative experience of agritourists. However, the sentiment polarity score is positive for the abovementioned determinants. The paper focused on niche tourism segments, i.e., agritourism. This study helps agritourism entrepreneurs to understand the experience and expectations of agritourists.