ANALISIS ULASAN ONLINE TRAVEL AGENT (OTA) SEBAGAI DASAR EVALUASI PELAYANAN
DOI:
https://doi.org/10.23969/oikos.v10i2.42849Keywords:
Keywords: keywords1 online travel agent, keywords2 guest review, keywords3 service quality, keywords4 sentiment analysis.Abstract
This study examines guest reviews on Online Travel Agent (OTA) platforms to evaluate service quality at The Windsor Hotel Toya International. A total of 70 reviews from Booking.com and Trip.com were analyzed using qualitative content analysis and sentiment classification. Findings indicate that facilities are the most frequently discussed aspect, followed by location and staff service. Sentiment analysis shows that most reviews are positive, particularly regarding the hotel’s scenic location, while facilities and staff service contain some negative and mixed feedback. These results highlight that OTA guest reviews are a valuable resource for assessing service quality, identifying hotel strengths such as location and facilities, and detecting areas for improvement, including staff consistency and facility maintenance. This study provides practical insights for hotel management to enhance guest satisfaction, maintain service standards, and sustain competitive advantage in the luxury hotel segment.
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