Qualitative Analysis of Guest Reviews of Italian Restaurants on Tripadvisor
Kvalitativna analiza recenzija gostiju italijanskih restorana sa portala Tripadvisor
Abstract
Developing measures for improving the quality of hospitality services is a basic precondition for successful business and positioning of restaurants on the market. The importance of measuring the satisfaction of quests is reflected in the objectivisation and quantification of subjective perceptions in order to improve the service quality. Sometimes a very important tool for obtaining feedback – quest books are replaced with social networks, forums and specialized sites, thus distributing information about the perception of service quality gets a new dimension. Thanks to the large number of online reviews available in electronic form, the sentiment analysis is increasingly prevalent in scientific and professional works which deals with the research of the quality of services in the restaurant industry. The aim of the paper is to research reviews of users (domestic and foreign guests) that visited Italian cuisine restaurants in Belgrade. Qualitative analysis of reviews was done, different readability indices were calculated, the feelings in the reviews were analysed, T-test according to gender was done, and the chi square test for variables subjectivity and irony were applied.
Apstrakt
Razvijanje mera za unapređenje kvaliteta ugostiteljskih usluga je osnovni preduslov za uspešno poslovanje i pozicioniranje restorana na tržištu. Značaj merenja zadovoljstva gostiju ogleda se u objektiviziranju i kvantifikovanju subjektivnih percepcija sa ciljem poboljšanja kvaliteta usluga. Nekada veoma bitno sredstvo za dobijanje povratne informacije – knjige gostiju, zamenjene su društvenim mrežama, forumima i specijalizovanim sajtovima čime distribucija informacija o percepciji kvaliteta usluge dobija novu dimenziju. Zahvaljujući velikom broju onlajn recenzija koje su dostupne u elektronskoj formi, analiza sentimenta je sve zastupljenija u naučnim i stručnim radovima koji se bave istraživanjem kvaliteta usluge u restoraterstvu. Cilj rada je istraživanje recenzija korisnika (domaćih i stranih gostiju) koji su posetili restorane italijanske kuhinje u Beogradu. Urađena je kvalitativna analiza recenzija, izračunati su različiti indeksi čitljivosti, analizirana su osećanja u recenzijama, T-test prema polu kao i chi kvadrat test za varijable subjektivnost i ironičnost.
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