The MUSA model applied to luxury hotel customer satisfaction: A comparative survey of the top 10 European tourist cities

While analyzing customer satisfaction in luxury hotels through online reviews has become increasingly crucial, to our knowledge, many models still rely on questionnaires. Therefore, this paper aims to analyze customer satisfaction in luxury hotels using online reviews. Since Europe is a mature tourism and hospitality market, this paper conducts a comparative survey of luxury hotels in the top 10 European tourist cities by collecting customer reviews from TripAdvisor. This paper employs the Multicriteria Satisfaction Analysis (MUSA) model, a linear programming tool for customer satisfaction analysis, along with the refined Kano model to identify and compare areas for improvement in luxury hotels across various cities. The findings are presented through an interactive visualization application featuring a novel category-priority diagram to simplify comparison of criteria priorities. This application also provides automatic interpretations of the diagram for each city, allowing decision-makers to compare hotel performance, receive data-driven recommendations, and ensure analysis reproducibility. • Reviews from 10 European tourist cities' luxury hotels were gathered via TripAdvisor. • The MUSA and refined Kano models analyzed luxury hotel customer satisfaction. • A category-priority diagram is created to simplify criteria priority comparisons. • Customer satisfaction results are automatically interpreted with an interactive app. • This approach enables quick decision-making and enhances understanding of results.