Jul 28th, 4:30 PM - 5:30 PM
Assessing Differences in Word Use in Online User Generated Travel Reviews across Hotel Segments
The traditional hotel rating systems have largely been replaced by traveler comment systems found on travel related Internet sites. This study seeks to examine the words used in 60,648 online comments by travelers when rating hotels. This study differs from prior research in its focus on the differences in comments between hotel segments. Specifically this study stratifies the data by hotel segment, comparing and contrasting the word use in online travel rating comments. The study found differences in both word use between the hotel segments, and patterns across the hotel segments in the words used in traveler comments when rating hotels. The findings of this study can be used by hoteliers to better understand their market segment, and factors that drive online user generated travel ratings.