Content Analysis of Customer Reviews to Identify Sources of Value Creation in the Hotel Environment

A first goal of this paper is to determine what customers do value when choosing a hotel or having an experience with it and with what intensity they value these elements. Secondarily, the paper aims to identify sources of value creation in the hotel environment. For the purpose of this paper, the added value is understood as ability of the hotel to incorporate customers’ feedback in its decisions that are affecting them and the choices they make. To achieve its goals, the paper employs content analysis. The paper provides valuable insights to hoteliers, which support their decisions to improve the business by incorporating proactively strategies of value creation.