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In recent years, social media has captured absolutely all the attention of consumers. The buying process, if not done entirely on social media, is mostly done on social media, leaving little room for any other kind of interaction between businesses and consumers. Businesses should take advantage of this multitude of market intelligence opportunities provided by this digital shift by paying attention to the content of online reviews (OR), as these are the actual consumer perceptions published on online review platforms. Online reviews can help small businesses gain competitive advantage over later-adopters. In addition, small business teams lack the time, resources, and skill level necessary to properly use social media and create a competitive advantage. The authors aim to explore how wine tourism businesses can analyze consumer feedback on online evaluation platforms to assess customer perceptions and expectations to generate more effective ways to improve satisfaction and decrease customer dissatisfaction. This thorough investigation explores the complex dynamics of visitor experiences in hotels that range in star rating from 1 to 5 in the picturesque Douro Valley of Portugal. Through an examination of customers’ complex post-stay perceptions, the research seeks to provide a wealth of information about the complex factors that influence hotel success in this location and hospitality environment. This study used content analysis based on the 35 hotel units, from one star to 5 stars, in the Douro region, northern Portugal, 13 895 online reviews were collected on the Booking platform, between July 2019 and June 2022. Three trained coders, based on the literature review, quantified and recorded the presence of themes based on the pre-established coding scheme. Data was collected using text extraction and then analyzed, with NVivo 12 qualitative analysis software, to enhance understanding of the main factors of service perceived by overnight tourists in the Douro Valley. This study fills a gap associated with online reviews (comments) about wine region businesses, providing a more in-depth and qualitative exploration of the consumer experience. The proposed model can be used both by professionals to improve the quality of their services, and by policymakers to promote the territorial development of the wine region.

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Douro Valley Tourists’ Perceptions of Service Quality: Using Text to Learn About the Hospitality Sector

  • 会议论文

  • 发表日期：

    2025年

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  • António J. D. V. T. Melo,
  • Eduardo Cordeiro Gonçalves,
  • António José Pinheiro,
  • Hugo Martins,
  • João P. Mendonça

摘要

In recent years, social media has captured absolutely all the attention of consumers. The buying process, if not done entirely on social media, is mostly done on social media, leaving little room for any other kind of interaction between businesses and consumers. Businesses should take advantage of this multitude of market intelligence opportunities provided by this digital shift by paying attention to the content of online reviews (OR), as these are the actual consumer perceptions published on online review platforms. Online reviews can help small businesses gain competitive advantage over later-adopters. In addition, small business teams lack the time, resources, and skill level necessary to properly use social media and create a competitive advantage. The authors aim to explore how wine tourism businesses can analyze consumer feedback on online evaluation platforms to assess customer perceptions and expectations to generate more effective ways to improve satisfaction and decrease customer dissatisfaction. This thorough investigation explores the complex dynamics of visitor experiences in hotels that range in star rating from 1 to 5 in the picturesque Douro Valley of Portugal. Through an examination of customers’ complex post-stay perceptions, the research seeks to provide a wealth of information about the complex factors that influence hotel success in this location and hospitality environment. This study used content analysis based on the 35 hotel units, from one star to 5 stars, in the Douro region, northern Portugal, 13 895 online reviews were collected on the Booking platform, between July 2019 and June 2022. Three trained coders, based on the literature review, quantified and recorded the presence of themes based on the pre-established coding scheme. Data was collected using text extraction and then analyzed, with NVivo 12 qualitative analysis software, to enhance understanding of the main factors of service perceived by overnight tourists in the Douro Valley. This study fills a gap associated with online reviews (comments) about wine region businesses, providing a more in-depth and qualitative exploration of the consumer experience. The proposed model can be used both by professionals to improve the quality of their services, and by policymakers to promote the territorial development of the wine region.