Analysing Customer Feedback in Tourism and Hospitality: Capitalizing the Big Data
The tourism and hospitality industry basically have 2 types of data i.e. structured and unstructured. The data collected from website, blogs, and property management software’s is a structured data which is easy to collect and analyze, whereas data that is already available in the internet which include, data posts from the Instagram, twitter, Facebook or it could be from the reviews taken from the trip advisor websites and other forums. Integrating the unstructured data and analyzing the Guest satisfaction is the most challenging task. Guest satisfaction surveys are used to understand your Guest’s satisfaction levels with your organisation’s products, services, or experiences. This is one type of customer experience survey and can be used to measure customer’s needs, understand problems with your products and/or services, or segment customers by their score. This paper focusses on how exactly this huge volume of big data i.e. structured and unstructured data is analyzed and to provide deeper knowledge on how the customer satisfaction survey is being made in the field of tourism and hospitality industry. This review of my work will reflect on both opportunities and risks that such technological advances, highlighting on importance of data with ethical data tool management in both tourism and hospitality. the findings of this study reveal, among others, the most studied areas, trends and tendencies for big data analysis in tourism and hospitality.