Analyzing Sentiments in Hotel Booking Reviews with Natural Language Processing (NLP)
Authors
Abstract
Sentiment analysis of hotel reviews using NLP offers key insights into customer experiences, aiding service improvement and decision-making in tourism. This study applies lexicon-based (VADER) and machine learning (BERT) approaches to classify sentiments (positive, negative, neutral) from textual reviews. Findings highlight factors like service, cleanliness, and value, with BERT outperforming traditional methods in accuracy. The research demonstrates AI’s role in transforming feedback into actionable intelligence for reputation management and marketing. It contributes to AI in tourism, suggesting future work on multilingual analysis and real-time monitoring for dynamic insights, benefiting hotels, travel agencies, and policymakers.
References
1. Arrieta, A. B., Díaz-Rodríguez, N., Del Ser, J., Bennetot, A., Tabik, S., Barbado, A., ... & Herrera, F. (2020). Explainable Artificial Intelligence (XAI): Concepts, taxonomies, opportunities and challenges toward responsible AI. Information Fusion, 58, 82-115. https://doi.org/10.1016/j.inffus.2019.12.012
2. Basheer, S., Hassan, V., Farooq, S., Ashraf, F., & Reshi, M. (2023). Evaluating E-Tourism through Bibliometrics: Materials and Emerging Research Trends. Journal of Tourismology, 9(2), 135–146. https://doi.org/10.26650/jot.2023.9.2.1380311
3. Basheer, S., Tramboo, I., Farooq, S., & Behboodi, Z. (2024). Redefining Industry Dynamics (pp. 176–193). https://doi.org/10.4018/979-8-3693-2248-2.ch008
4. Devlin, J., Chang, M.-W., Lee, K., & Toutanova, K. (2019). BERT: Pre-training of deep bidirectional transformers for language understanding. *Proceedings of NAACL-HLT 2019*, 1, 4171-4186. https://doi.org/10.18653/v1/N19-1423
5. Liu, B. (2020). Sentiment analysis: Mining opinions, sentiments, and emotions (2nd ed.). Cambridge University Press.
6. Xiang, Z., Schwartz, Z., Gerdes, J. H., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction? International Journal of Hospitality Management, 44, 120-130. https://doi.org/10.1016/j.ijhm.2014.10.013
7. Medhat, W., Hassan, A., & Korashy, H. (2014). Sentiment analysis algorithms and applications: A survey. Ain Shams Engineering Journal, 5(4), 1093-1113. https://doi.org/10.1016/j.asej.2014.04.011
8. Rana, T. A., & Cheah, Y.-N. (2016). Aspect extraction in sentiment analysis: Comparative analysis and survey. Artificial Intelligence Review, 46(4), 459-483. https://doi.org/10.1007/s10462-016-9472-z
9. Öğüt, H., & Onur Taş, B. K. (2012). The influence of internet customer reviews on the online sales and prices in hotel industry. Service Industries Journal, 32(2), 197-214. https://doi.org/10.1080/02642069.2010.529436
10. Khan, F. H., Qamar, U., & Bashir, S. (2019). A multiclass, multilingual sentiment analysis model for Arabic, Roman Urdu and English. Journal of Intelligent & Fuzzy Systems, 36(5), 4861-4871. https://doi.org/10.3233/JIFS-18198
11. García-Pablos, A., Cuadros, M., & Rigau, G. (2018). W2VLDA: Almost unsupervised system for aspect based sentiment analysis. Expert Systems with Applications, 91, 127-137. https://doi.org/10.1016/j.eswa.2017.08.026
12. Alaei, A. R., Becken, S., & Stantic, B. (2020). Sentiment analysis in tourism: Capitalizing on big data. Journal of Travel Research, 59(2), 175-191. https://doi.org/10.1177/0047287518824157
13. Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation. Tourism Management, 59, 467-483. https://doi.org/10.1016/j.tourman.2016.09.009
14. Sun, C., Qiu, X., Xu, Y., & Huang, X. (2019). How to fine-tune BERT for text classification? Chinese Computational Linguistics, 11856, 194-206. https://doi.org/10.1007/978-3-030-32381-3_16
15. Joshi, A., Bhattacharyya, P., & Carman, M. J. (2017). Automatic sarcasm detection: A survey. ACM Computing Surveys, 50(5), 1-22. https://doi.org/10.1145/3124420
16. Liang, S., Schuckert, M., Law, R., & Chen, C.-C. (2020). The importance of marketer-generated content to peer-to-peer property rental platforms: Evidence from Airbnb. International Journal of Hospitality Management, 84, 102329. https://doi.org/10.1016/j.ijhm.2019.102329
17. Basheer, S., Hassan, V., Farooq, S., Ashraf, F., & Reshi, M. (2023). Evaluating E-Tourism through Bibliometrics: Materials and Emerging Research Trends. Journal of Tourismology, 9(2), 135–146. https://doi.org/10.26650/jot.2023.9.2.1380311
18. Basheer, S., Tramboo, I., Farooq, S., & Behboodi, Z. (2024). Redefining Industry Dynamics (pp. 176–193). https://doi.org/10.4018/979-8-3693-2248-2.ch008
19. Farooq, S., Farooq, B., Basheer, S., & Walia, S. (2023). Balancing Environmental Sustainability and Privacy Ethical Dilemmas in AI-Enabled Smart Cities (pp. 263–286). https://doi.org/10.4018/979-8-3693-0892-9.ch013
20. Hassan, V., & Basheer, S. (2024). Unveiling the Entrepreneurial Mindset: Behavioural Factors and Green Intentions Among University Tourism Students. In Sustainable Tourism, Part A (pp. 23–36). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83797-979-020241002
21. Hassan, V. I., Basheer, S., & Fayad, S. A. (2024). Trash to treasure: Unveiling the hidden rewards of recycling in the hotel industry. In Sustainable Disposal Methods of Food Wastes in Hospitality Operations (pp. 258–268). IGI Global. https://doi.org/10.4018/979-8-3693-2181-2.ch017
22. Mohammad Malik, Y., Walia, S., Erkol Bayram, G., Valeri, M., & Basheer, S. (2024). Community Attachment, Tourist Contact, and Resident Attitudes Toward Tourism Development of Kashmir Valley. Tourism, 72(3). https://doi.org/10.37741/t.72.3.9
23. Cheng, M., & Edwards, D. (2019). Social media in tourism: A visual analytic approach. Current Issues in Tourism, 22(17), 2052-2071. https://doi.org/10.1080/13683500.2017.1369943
License
Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing
This work is licensed under a Creative Commons Attribution 4.0 International License.
Permission is granted subject to the terms of the License under which the work was published. Permission will be required if your reuse is not covered by the terms of the License.
How to Cite
Basheer, S., & Farooq, S. (2025). Analyzing Sentiments in Hotel Booking Reviews with Natural Language Processing (NLP). Journal of Rural Tourism , 5(1). https://doi.org/10.70310/jrt.2025.05010671
Downloads
Download data is not yet available.
