A Study Conducted on the Tripadvisor Reviews of Thermal Spas in Portugal and Spain. Analysis of the Service Model and User Satisfaction

The aim of this paper is a comparative study between different thermal spas located within the countries of Portugal and Spain in order to reveal the degree of compliance with the variables that make up the SERVQUAL service model, considering the reviews registered by users on the Tripadvisor platform as the basis for the study. This study takes the texts of the reviews, decomposes them into different sentences, and subsequently associates them with each of the variables contemplated within the study model so as to obtain a more accurate association between the data source and the aforementioned study model. Results were taken from Tripadvisor reviews of Portuguese (n1 = 622) and Spanish (n2 = 529) thermal spas, and using the study model, a correlation analysis (r) combined with an unsupervised cluster study was performed to assess the relationships among various factors. The results obtained in both analyses were compared between the two countries. The findings frame the level of equilibrium that can be seen in the service model variables of the different thermal spas analysed. In this way, similarities and differences are revealed between spa users in the two countries analysed in terms of the key variables. It will be of great interest to academics interested in the study because of the methodology applied on the basis of Machine Learning on the data source of the reviews, which generates valuable information for tour operators for direct application in the design and development of tourism activities.