Importance of Online Review in Five Star Hotels (HAN) of Nepal
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In the contemporary age, defined by advanced technology and the internet, it has become commonplace for consumers to review products and services. Post-consumption, customers frequently provide feedback online, and these reviews have gained considerable importance, serving as the digital equivalent of traditional word-of-mouth communication. This phenomenon is particularly relevant due to its swift accessibility and relevance in today's market. Furthermore, individuals in Nepal are notably influenced by the recommendations shared by various social media users, which directly affect their purchasing decisions. Consequently, this study aims to ascertain the key characteristics of five-star hotels through online reviews in Nepal. The research data was meticulously collected over three months, utilizing the largest search engine, Google.com, specifically from March 1st, 2024, to May 5th, 2024. A total of 45245 reviews were compiled. Moreover, a frequency analysis was performed to identify commonly occurring words. Notably, terms such as ‘hotel,’ ‘good,’ ‘place,’ and ‘nice' emerged. A semantic network analysis was conducted on the top 99 identified words, categorizing them into four distinct groups: 'Physical Evidence,’ 'Hospitality,’ 'Facilities,' and ‘Place.’ These findings underscore where hotels can enhance their services to align with customer expectations. It is recommended that hotels personalize guest experiences, improve their infrastructure, implement digital engagement strategies, and optimize location-based promotions to maintain competitiveness. Proactive management of reviews is critical for building a positive reputation. Such insights are instrumental for hospitality professionals in refining service offerings and marketing strategies in an increasingly dynamic digital landscape.
Abstract
In the contemporary age, defined by advanced technology and the internet, it has become commonplace for consumers to review products and services. Post-consumption, customers frequently provide feedback online, and these reviews have gained considerable importance, serving as the digital equivalent of traditional word-of-mouth communication. This phenomenon is particularly relevant due to its swift accessibility and relevance in today's market. Furthermore, individuals in Nepal are notably influenced by the recommendations shared by various social media users, which directly affect their purchasing decisions. Consequently, this study aims to ascertain the key characteristics of five-star hotels through online reviews in Nepal. The research data was meticulously collected over three months, utilizing the largest search engine, Google.com, specifically from March 1st, 2024, to May 5th, 2024. A total of 45245 reviews were compiled. Moreover, a frequency analysis was performed to identify commonly occurring words. Notably, terms such as ‘hotel,’ ‘good,’ ‘place,’ and ‘nice' emerged. A semantic network analysis was conducted on the top 99 identified words, categorizing them into four distinct groups: 'Physical Evidence,’ 'Hospitality,’ 'Facilities,' and ‘Place.’ These findings underscore where hotels can enhance their services to align with customer expectations. It is recommended that hotels personalize guest experiences, improve their infrastructure, implement digital engagement strategies, and optimize location-based promotions to maintain competitiveness. Proactive management of reviews is critical for building a positive reputation. Such insights are instrumental for hospitality professionals in refining service offerings and marketing strategies in an increasingly dynamic digital landscape.