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Utilizing Online Reviews and Comments to Improve Tourism Services and Destination Strategy

In: Innovation and Creativity in Tourism, Business and Social Sciences

Author

Listed:
  • Erato Koustoumpardi

    (University of Patras)

  • Magdalini Douca-Montesantou

    (Ionian University)

  • Agisilaos Konidaris

    (Ionian University)

Abstract

Tourists rate accommodation services and destinations based on numerous experiences. These experiences are usually reflected in online comments and ratings. In this paper we initially use accommodation ratings and comments gathered through Google My Business to evaluate the accommodation sector of a Greek destination. The evaluation is based on a sample of 508 tourist accommodation establishments. We first use several metrics derived from the collected data to review the current status of accommodation services provided on the destination and then propose ways to increase tourist satisfaction. We show that the analysis of freely available data from Google My Business can be extremely beneficial to how tourist destinations can predict future growth and what actions they must undertake to improve the traveler experience. Our results can be used by both accommodation businesses and tourist destinations around the world to evaluate their services, predict future developments and take immediate action to improve the traveler experience.

Suggested Citation

  • Erato Koustoumpardi & Magdalini Douca-Montesantou & Agisilaos Konidaris, 2025. "Utilizing Online Reviews and Comments to Improve Tourism Services and Destination Strategy," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Carlos Costa (ed.), Innovation and Creativity in Tourism, Business and Social Sciences, pages 441-454, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-87019-4_30
    DOI: 10.1007/978-3-031-87019-4_30
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    More about this item

    Keywords

    Tourism data; Tourism destinations; Tourism services; Ratings; Comments;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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