Breaking the curse: extracting strategic directions for hotel industry in Wuhan from TripAdvisor quantitative rating

ABSTRACT

The coronavirus pandemic had a tremendous impact on the hotel industry worldwide. The present study highlights strategic directions for quality improvements and customer satisfaction enhancement in Wuhan hotels by applying Multiple Criteria Satisfaction Analysis to online user-generated satisfaction ratings. In total, 21.247 guest satisfaction ratings on four aspects of hotel stay (location, cleanliness, value for money and service) as well as on overall satisfaction for the 406 hotels listed for Wuhan on TripAdvisor were retrieved. The analysis revealed that convenient location is the most important satisfaction criterion for hotel guests’ satisfaction and that hotels perform well regarding this criterion. Also, cleanliness, value for moneyand service can be potential threats for customer satisfaction.

KEYWORDS:

• Covid-2019
• TripAdvisor
• multiple criteria satisfaction analysis
• decision-making

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Niki Glaveli

Niki Glaveli is an Associate Professor at the Department of Business Administration, University of the Aegean-Greece. Her research lie in the areas of management, human resources management and customer satisfaction.

Panagiotis Manolitzas

Panagiotis Manolitzas is an Assistant Professor at the Department of Tourism, Ionian University-Greece. His research interests lie in the areas of strategic decision making, Decision Support Systems, customer satisfaction and multiple criteria analysis.

Stergios Palamas

Stergios Palamas is an Assistant Professor in the field of Computer Graphics by the Department of Regional Development of the Ionian University, Greece and collaborates as a Senior Researcher with the Humanistic and Social Informatics Laboratory, Department of Computer Science of the Ionian University, Greece.

Chris Liassidis

Chris Liassidis is an Associate Professor in Marketing Management and Operations Management in the Department of Business Administration and Economics Department at CITY College, Univeristy of York Europe Campus. His research interests lie in the areas of customer satisfaction, marketing of Tourism, service quality perception and advertising.

Evangelos Grigoroudis

Evangelos Grigoroudis is Professor on management of quality processes in the School of Production Engineering and Management of the Technical University of Crete, Greece. His research interests include service quality measurement processes, customer and employee satisfaction.