Qualitative analysis of guest reviews of Italian restaurants on TripAdvisor

• Main Authors: Tepavčević Jelena, Blešić Ivana, Bradić Milan
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2018-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: reviews; Italian restaurants; TripAdvisor; Belgrade; qualitative analysis; sentiment analysis
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2018/0354-34711802083T.pdf

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.