Prediction of Hotel Customers’ Revisit Behavior by Determining the Appropriate Marketing Mix Using Customer Review Analysis

In recent years, the tourism industry has become one of the most influential industries in the income generation of countries and has attracted the attention of researchers. Identifying the important features of the hotel from the users' point of view is one of the areas that have been considered, while the segmentation of hotel customers based on the extracted features has been less in the focus of researchers and the need for more research in this field has been felt by experts. In this study, based on text analysis methods, first, those comments from users from one hundred selected hotels aroundthe world who had indicated their intention to return were isolated in the text of their comments. The important features of the hotels are then extracted from the perspective of these users, and finally, these comments are divided into fifteen different groups. In this research, seventy-one importantfeatures have been extracted from the users' point of view, which are topped by rooms, staff, hotel location and food. Segmentation also divides returning customers into fifteen groups. This segmentation shows how different groups of these travelers differ in terms of the different characteristics grouped according to the marketing mix.

Keywords:

Revisit Intention , Segmentation , Marketing Strategy , Marketing Mix , Text Analysis , Feature Extraction , User Generated Content