Quantitative Textual Analysis and Geo-Spatial Analysis of Boutique Hotel Experiences in Seoul, Korea

This study aims to analyze boutique hotel experiences in Seoul by combining textual analysis of online reviews with geo-spatial mapping to understand how guests evaluate service, design, and location-based attributes. Boutique hotels play an increasingly significant role in urban tourism, and this study seeks to understand how guest experiences are shaped by the hotel’s location and the surrounding neighborhood context. By combining textual and spatial data, this study provides valuable insights into how location-based factors influence guest experiences. This study analyzes online reviews from 20 boutique hotels located in Seoul, South Korea. These insights can help boutique hotel managers align service quality with neighborhood positioning strategies. The key experiential themes identified from the 3,524 Google Reviews include staff interaction, cleanliness, room quality, interior design, and accessibility. Spatial analysis revealed that hotels in high-tourism areas were associated with convenience-related terms, while hotels in creative districts emphasized aesthetics and atmosphere. Guest experiences in boutique hotels are influenced not only by service encounters but also by the surrounding neighborhood. Guests often associate warm service with overall satisfaction and design elements with ambiance and comfort. The study suggests that boutique hotels should tailor their service strategies to align with their location and neighborhood characteristics. By considering local context, hotels can improve guest satisfaction and strengthen their competitive position.