Analysing hotel guests’ online reviews on their stay in Palma de Mallorca

Abstract

[eng] This BA dissertation sets out to examine the major determiners of guests’ online complaints staying in 3, 4 and 5 star hotels in Palma de Mallorca using the data mining technique. A total of 395 reviews published in English in Booking.com were analysed. The results indicate that a number of improvements ought to carried out within the hotel rooms and other facilities; moreover, staff performance was also subject of discussion and criticism in some of the complaints analysed. On the other hand, the findings indicate a clear need to respond to each of the guests’ complaints. This study should, therefore, be of value to hoteliers wishing to improve the service quality delivered to their customers.