Leveraging Hotel Reviews for Indirect Distribution Strategies: Insights from Badung Regency
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Purpose: This study investigates the role of sentiment analysis in shaping hotel distribution strategies by analyzing online guest reviews in Badung Regency. The research examines how consumer sentiments correlate with ratings and their implications for optimizing distribution channels. Research Design and Methodology: Using VADER (Valence Aware Dictionary and Sentiment Reasoner), sentiment analysis was applied to hotel reviews collected from major online platforms. The extracted sentiment scores were analyzed to identify key trends that impact distribution effectiveness. Results: Findings indicate a strong prevalence of negative sentiments, particularly concerning cleanliness and staff behavior, which correlate with lower ratings. Positive sentiments highlight breakfast quality and staff friendliness. The results emphasize the influence of guest experiences on distribution channel performance, as negative reviews reduce a hotel’s visibility and attractiveness on Online Travel Agencies (OTAs). Implications for Indirect Distribution Strategies: To counter negative sentiment, hotels must adopt proactive strategies, including reputation management, service enhancement, digital marketing, and targeted promotions. A data-driven approach is essential to improving online visibility, guest satisfaction, and overall market competitiveness in the hospitality industry. Conclusion: This study underscores the significance of sentiment-driven distribution strategies in the hospitality industry. Hotels in Badung Regency can leverage guest insights to refine their digital presence, improve conversion rates, and gain a competitive advantage in an increasingly data-driven distribution landscape
Abstract
Purpose: This study investigates the role of sentiment analysis in shaping hotel distribution strategies by analyzing online guest reviews in Badung Regency. The research examines how consumer sentiments correlate with ratings and their implications for optimizing distribution channels. Research Design and Methodology: Using VADER (Valence Aware Dictionary and Sentiment Reasoner), sentiment analysis was applied to hotel reviews collected from major online platforms. The extracted sentiment scores were analyzed to identify key trends that impact distribution effectiveness. Results: Findings indicate a strong prevalence of negative sentiments, particularly concerning cleanliness and staff behavior, which correlate with lower ratings. Positive sentiments highlight breakfast quality and staff friendliness. The results emphasize the influence of guest experiences on distribution channel performance, as negative reviews reduce a hotel’s visibility and attractiveness on Online Travel Agencies (OTAs). Implications for Indirect Distribution Strategies: To counter negative sentiment, hotels must adopt proactive strategies, including reputation management, service enhancement, digital marketing, and targeted promotions. A data-driven approach is essential to improving online visibility, guest satisfaction, and overall market competitiveness in the hospitality industry. Conclusion: This study underscores the significance of sentiment-driven distribution strategies in the hospitality industry. Hotels in Badung Regency can leverage guest insights to refine their digital presence, improve conversion rates, and gain a competitive advantage in an increasingly data-driven distribution landscape