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A Study on Customer Satisfaction in Bali’s Luxury Resort Utilizing Big Data through Online Review

Author

Listed:
  • Angellie Williady

    (Department of Global Business, Kyungsung University, Busan 48434, Korea)

  • Herwinda Novitya Wardhani

    (Department of Global Business, Kyungsung University, Busan 48434, Korea)

  • Hak-Seon Kim

    (School of Hospitality & Tourism Management, Kyungsung University, Busan 48434, Korea
    Wellness & Tourism Big Data Research Institute, Kyungsung University, Busan 48434, Korea)

Abstract

Bali is known as one of the region’s most popular and long-established mass tourism destinations. However, the tourism sector in Indonesia saw a drastic decrease in the number of local and foreign tourists due to COVID-19. The objective of this study is to analyze the factors that are related to customer satisfaction post-COVID-19 in Bali’s resorts. The data consist of a total of 7370 hotel reviews collected from Google Travel. Text mining was used to conduct a frequency analysis to determine which attributes were frequently mentioned. Additionally, semantic network analysis was used to analyze customer experiences and satisfaction in Bali resorts. As a result, the top 88 keywords were divided into five clusters such as “Location”, “Health Protocol”, “Destination Resort”, “Value”, and “F&B”. The first quantitative analysis, factor analysis, shows there are 18 words out of 88 words related to six different clusters. Furthermore, the absolute value result of the linear regression analysis indicated that intangible service is affecting customer satisfaction negatively. As a result of the factor analysis, the two aspects that are related to the intangible service, “hospitality” and “staff”, are considered to be the most important aspects of resorts and should be improved in order to increase customer satisfaction.

Suggested Citation

  • Angellie Williady & Herwinda Novitya Wardhani & Hak-Seon Kim, 2022. "A Study on Customer Satisfaction in Bali’s Luxury Resort Utilizing Big Data through Online Review," Administrative Sciences, MDPI, vol. 12(4), pages 1-15, October.
    • Handle: RePEc:gam:jadmsc:v:12:y:2022:i:4:p:137-:d:941759
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    References listed on IDEAS

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    1. Hyun-Jeong Ban & Hayeon Choi & Eun-Kyong Choi & Sanghyeop Lee & Hak-Seon Kim, 2019. "Investigating Key Attributes in Experience and Satisfaction of Hotel Customer Using Online Review Data," Sustainability, MDPI, vol. 11(23), pages 1-13, November.
    2. Sparks, Beverley A. & Browning, Victoria, 2011. "The impact of online reviews on hotel booking intentions and perception of trust," Tourism Management, Elsevier, vol. 32(6), pages 1310-1323.
    3. Yoko Mayuzumi, 2022. "Is meeting the needs of tourists through ethnic tourism sustainable? Focus on Bali, Indonesia," Asia-Pacific Journal of Regional Science, Springer, vol. 6(1), pages 423-451, February.
    4. Greg Fealy, 2020. "Jokowi in the Covid-19 Era: Repressive Pluralism, Dynasticism and the Overbearing State," Bulletin of Indonesian Economic Studies, Taylor & Francis Journals, vol. 56(3), pages 301-323, September.
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