User-generated content (UGC) is increasing, so it is critical to clearly
understand what customers think about the positive and negative aspects of
specific goods. Such information is crucial for customers as well as for
businesses. Online reviews are a powerful tool for a deep comprehension of
customer satisfaction and dissatisfaction. This research intended to
recognize the sources of satisfaction and dissatisfaction among business
travelers in city hotels in Serbia. A total of 5,596 online reviews from 120
city hotels in Serbia were collected. Keyword-based visualization was used
to display the most frequent words related to the experience during the
hotel stay, reflecting the satisfaction and dissatisfaction of consumers.
Latent Dirichlet allocation (LDA) was used for grouping positive and
negative reviews into various topics. Results showed that business
travelers' primary satisfaction sources are ?Conference facilities?,
?Atmosphere?, ?Amenities?, ?Accessibility?, and ?Location?. On the other
hand, the sources of dissatisfaction are ?Dirtiness? and ?Internet
Connection?. Based on the obtained results, hotel managers can direct their
activities to improve the spheres that have proven to be the sources of
dissatisfaction for customers.
