Integrating text analysis-Fuzzy MCDM for analysing online tourist reviews

Online reviews have become a key source of information for understanding tourists’ opinions on service quality in the hospitality industry. Previous research has used either sentiment analysis or multi-criteria decision-making techniques, and limited research has integrated these approaches to address the complexity of unstructured data and its managerial consequences. This research proposes an integrated approach combining text analysis with Fuzzy AHP–TOPSIS using large-scale tourist’s reviews to identified key service factors through text analysis techniques, weighted under uncertainty with Fuzzy AHP, and ranked according to their impact on customer revisit intentions by the Fuzzy TOPSIS method. This study contributes methodologically by bridging text analysis and Fuzzy AHP–TOPSIS approaches and practically by offering hoteliers with data-driven insights for improving service strategies.