Analyzing Hotel Customer Experience through Big Data Method: Samples from Hotels in Antalya and Istanbul

Abstract

In order to ensure customer satisfaction in hotel business, it is required to have a good understanding of customers’ preferences, to foresee customer expectations, to find factors affecting customer experience. In this way, with increasing use of social media and user generated content over internet, there has been a tendency to use big data tools in service sector research studies. This study deals with the use of big data for analyzing 4 and 5 star hotel’s customer experiences in Antalya and İstanbul. Non-structural data, namely customer reviews, were analyzed and most used words in hotel comments have been taken. After filtering and elimination process, it is revealed that accommodation and staff are the factors that impact hotel customer experience