A Qualitative Study on E-Reviews of Mid-Segment Hotels
Abstract
The main purpose of this study is to evaluate the e-reviews for the mid-segment hotels of Mussoorie and to explore the major themes addressed by the consumers in the e-reviews. The qualitative data in the form of user-generated e-reviews was acknowledged through TripAdvisor.com. The data was collected for the past six months, i.e., from December 2021 to June 2022. A total of 993 reviews have been analyzed using the content analysis technique and RQDA (R Qualitative Data Analysis) package of R software to explore positive and negative e-reviews and evolve the top discussed themes of the e-reviews. The results revealed the categorization of e-reviews into positive and negative categories and highlighted the major aspects of these e-reviews to be addressed. Frequencies of the top-used words in both positive and negative e-reviews have been evaluated. Top themes discussed in the e-reviews have also been identified to provide significant insights into the hotel industry. The study encapsulates e-reviews given by those tourists who particularly stayed in mid-segment hotels. The data was collected from one travel portal site Trip Advisor.com for a relatively short period. Further studies should include more data by incorporating the other hotel categories. The study reveals some significant insights for mid-segment hotel management at the hill station of Mussoorie to attract and improve the tourist inflow.
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e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.
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