CUSTOMER SATISFACTION IN MATABUNGKAY BEACH HOTEL, BATANGAS: ONLINE REVIEWS FROM SELECTED TRAVEL SITES

As tourism industry progress the sectors under it smartly intertwined to come up with a new and innovated form in which one of its results has been evidently making a mark to the market this particularly refers to the “beach hotel”. In line with this, this progressive state happening at present leads us to a more convenient form of knowing the status of the place through an accessible online travel websites basically navigates travellers to accurately identify the information and actual reviews of other guests to the service of the establishment. In this study researchers have used qualitative, sentiment analysis and the concept of SERVQUAL model and through the use of the variables under it such as the assurance, reliability, tangibles, empathy and responsiveness, researchers have specifically identified the section that is need of improvement in which resulted that the main variable that is need of enhancement is Tangible for it obtained the value that has a highest negative reviews and “Empathy” as the lowest assessed for positive reviews in which current proponents have also targeted to improved. This study is to further enhance the management’s idea for the improvement of Matabungkay Beach Hotel in Batangas and suggested various recommendations based from the extracted gaps on each variable to boost the level of customer satisfaction of each guests.