Impact of the rating system on sentiment and tone of voice

What is it about?

By examining tourists' online reviews and utilizing sentiment analysis to decipher satisfaction levels, voice tones, and expressed emotions, this study seeks to enhance the collective understanding of hotels, platforms, and tourists. The analysis of 38,292 reviews across 191 hotels on Booking.com and TripAdvisor reveals that while the rating system influences reviewers' sentiments, the increase in sentiment does not necessarily correlate with higher hotel categories, leading to a more assertive tone. Noteworthy variations are identified based on reviewers' nationalities. TripAdvisor reviews predominantly convey positive sentiments related to staff-tourist interactions, whereas Booking.com reviews exhibit more negative sentiments, particularly concerning issues such as overcharging and billing.

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Why is it important?

These findings can offer valuable insights to managers prioritizing service improvements and aligning with customer expectations.