Perception of Hotel Customers Based on Nationality: A Comparative Analysis of Reviews and Ratings

This paper determined the performance indicators that are a source of customer satisfaction and dissatisfaction towards hotel. This has evaluated the satisfaction and dissatisfaction considered the significance of nationality, which found to be lacking in previous researches. This paper considered four nationalities such as United Kingdom, USA, Canada, and Philippines. Through the hotel reviews, determinants were determined using a text mining analysis. Furthermore, determinants identified in every review were evaluated and used to determine which, performance indicator is the most source of customer satisfaction and dissatisfaction. Through the analysis, it was found that the performance indicators to be unequally important per nationality. In this paper, it was found that location and interaction to the staff, a major indicator of satisfaction. It was also found that staff, room quality, facilities and amenities, comfort, and service are the most critical performance indicators in the hotel business. Furthermore, through the utilization of the results, it was statistically tested the significance of customer nationality on satisfaction and dissatisfaction. This was tested through the Chi-square test and Cramer measure of association. At the end of this paper, it is defined which determinant and performance indicators are most critical in achieving customer loyalty.