SENTIMENT ANALYSIS BASED STRATEGIES TO INCREASE REPUTATION OF GRAND PARADISE HOTEL

• Main Author: Vania Lynn, Ariella
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/82974
• Institution: Institut Teknologi Bandung

Generally, the dynamics of a hotel industry is influenced by several factors, which comes from both internal and external, and the hotels are required to meet certain standards, so they can operate more properly. Those factors consist of economic, technology, consumer experiences and preferences, sustainability, as well as regulation aspect. However, amongst those all, technology has a more important role as the overall industries are now at 4.0 period. In order to become more capable in providing great experience for the guests and maintain or even increase the reputations, hotels can try to leverage the technology by creating some strategies regarding their operational business based on the guest voices besides speculating independently from another information sources, so the actions that are taken can be more precise. One of the ways in doing that is by conducting a sentiment analysis, which is important for the hotels because a study showed that people always read some reviews of a hotel before decide to booking it. This thesis specifically discusses a sentiment analysis of Grand Paradise Hotel, where the hotel has a luxurious architecture, but its stars are actually just three, and its ratings turned out to be not really high in several reputable travel and review platforms. Based on the online guest reviews that were being modelled by an 80% accuracy of Naive Bayesian Classifier machine learning model, the three-star and low ratings of Grand Paradise Hotel is studied to be caused by a deficient operational business management, which covers of tangible, reliability, responsiveness, and assurance topics in the service quality model; and factors that falls upon them are dominantly counted as weaknesses of the hotel because the guests are found to frequently complain them. The strategies that can be done to manage the problems, so it can have a better reputation and hopefully ended up in becoming a four-star hotel are do continuous maintenances, hold employee development programs, maximize the internal resources of the hotel, strengthen its surrounding area, create unique selling proposition, and partnering with other local businesses near the location of the hotel. This thesis research results are mainly directed to the manager of the Grand Paradise Hotel, where he/she needs to evaluate and adjust the results toward the current conditions of the hotel, then assign the related departments to execute them step by step, do a continuous monitoring like to keep track of the progress, and validate their actual results in the end whether they have achieved what have been targeted or not.