The Role of Online Reviews in Determining Hotels and Resorts Success: A Case Study of Asia’s Best Hotel Properties

Nowadays social media is a leading platform to information in hospitality industry. People share their experience and recommendation on their personal accounts. Therefore, online reviews are significantly important to customer behavior and retain intention. The purpose of this study is to identify and obtain a sense of structural relationship of those key attributes. For this research totally collected 37,684 hotel and resorts reviews were collected from Google (google.com). Data through mainly analyzed frequency analysis, semantic network analysis, factor analysis, and regression analysis. In the results, the top 98 keywords were divided into four groups such as “intangible service”, “physical environment”, “purpose”, and “location”. All results mention with table and figures. Listed the top 98 frequent words associated with the hotel experience. The top five words were ‘hotel’, ‘good’, ‘place’, and ‘services’. The results interpret customer reviews how to affect to the hotels and resorts theoretical and practically. It can be apply to sustainable hotel marketing.