Examination of customer dissatisfaction with hotel businesses through online customer reviews

This research focuses on customer dissatisfaction, aiming to examine the impact of online customer reviews containing negative expressions on the rating of hotels. In this context, the goal is to identify the primary factors influencing negative effects in consumer ratings by highlighting the sentiments and thoughts guiding the reviews. The data mining technique of decision tree method was employed in the analysis process of research data. Subsequently, the findings were compared with the results of regression analysis. The data included in the analysis pertains to 139 hotels that have four and five-stars located in the Muğla province. These hotels were assessed based on Google reviews, and numerical data related to Google tags and comments were extracted. As a result of the research, it was determined that the primary factors influencing ratings in customer dissatisfaction are cleanliness, room, and food.