Information extraction and sentiment analysis of hotel reviews in Croatia

Today, the amount of data in and around the business system requires new ways of data collection and processing. Discovering sentiments from hotel reviews helps improve hotel services and overall online reputation, as potential guests largely consult existing hotel reviews before booking. Therefore, hotel reviews of Croatian hotels (categories three, four, and five stars) in tourist regions of Croatia were studied on the Booking.com platform for the years 2019 and 2021 (before and after the start of the pandemic COVID-19). Hotels on the Adriatic coast were selected in the cities that were mentioned by several sources as the most popular: Rovinj, Pula, Krk, Zadar, Šibenik, Split, Brač, Hvar, Makarska, and Dubrovnik. The reviews were divided into four groups according to the overall rating and further divided into positive and negative in each group. Therefore, the elements that were present in the positive and negative reviews of each of the four groups were identified. Using the text processing method, the most frequent words and expressions (unigrams and bigrams), separately for the 2019 and 2021 tourism seasons, that can be useful for hotel management in managing accommodation services and achieving competitive advantages were identified. In the second part of the work, a machine learning (ML) model was built over all the collected reviews, classifying the reviews into positive or negative. The results of applying three different ML algorithms with precision and recall performance are described in the Results and Discussion section.