A multidimensional comparison of user experience and evaluation of online travel booking platforms. Analysis based on review data

Abstract

[eng] Online travel booking platforms have become a primary means for booking travel services. There is abundant research on these platforms that predominantly focuses on user reviews related to services that are offered and evaluated such as restaurants, hotels, and travel destinations. However, there is a lack of research presenting a multidimensional analysis of user evaluations and experiences of the online travel booking platforms. This study aims to explore differences in user evaluations of these platforms by comparing reviews from various countries, platforms (such as mobile apps and desktop software), and operating systems (such as Android and iOS). Through sentiment analysis and topic modeling, this research reveals user preferences, concerns, and the strengths and weaknesses of the platforms. The findings indicate significant variations in user experience between different countries and devices, with mobile device users generally providing higher ratings than PC users, particularly in the U.S. and South Korea. Additionally, the study finds a negative correlation between review length and ratings, with longer reviews often associated with lower ratings. Based on these findings, recommendations for platform optimization include improving PC user experience, enhancing localization services, managing negative sentiment feedback, and streamlining the review process. These insights offer valuable references for optimizing user experience, enhancing product features, and formulating market positioning and promotional strategies for online travel booking platforms.