Online Customer Reviews and Satisfaction with an Upscale Hotel: A Case Study of Atlantis, The Palm in Dubai

Abstract

The main purpose of this study is to explore the insights of customers’ reviews from the upscale hotel Atlantis, The Palm in the Dubai area. The data was collected from the SCTM 3.0 (smart crawling and text mining) platform developed by the Wellness & Tourism Big Data Institute at Kyungsung University. A total of 2051 online reviews were collected from the period from 29 October 2018 to 29 October 2021. The following steps were conducted by RStudio and UCINET 6.0 to analyze the collected data and to visualize the results. The results showed the top 50 keywords customers used in the reviews, such as ‘great’, ‘amazing’, or ‘service’. Exploratory factor analysis (EFA) and linear regression analysis were applied for an in-depth understanding of customer satisfaction. The analysis results demonstrated that the ‘value’ and ‘dining’ factors had a negative influence on overall customer satisfaction. These findings could provide managerial and marketing insights for upscale hotel managers when formulating and implementing strategies and tactics to improve customer satisfaction.