Publication: Evaluación de la satisfacción del cliente en hoteles de Gran Caribe del destino La Habana
Authors
Guerra Castellón, Emilio Enrique ; Vázquez Alfonso, Yasser ; Núñez Torres, Edgar
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Publisher
Servicio de Publicaciones, Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
Este estudio evalúa la satisfacción del cliente en hoteles del grupo Gran Caribe en el destino La Habana mediante un análisis de sentimiento aplicado a 57 884 opiniones obtenidas con web scraping de Trip Advisor, Booking, Expedia y la Central de Reservas. Se empleó la l ibrería Pysentimiento para calcular y clasificar el sentimiento. Mediante el diagrama de Pareto se identificaron los factores vitales que influyen en la satisfacción del cliente. El modelo multicriterio WASPAS permitió establecer un ranking de los hoteles, donde los mejores posicionados fueron Roc Presidente, NH Victoria y el Nacional de Cuba, destacados por emociones positivas, alto sentimiento promedio y baja dispersión. En contrast e, Neptuno- Tritón, Deauville y Plaza mostraron menor desempeño. El análisis confirma que las opiniones en l ínea son un indicador clave para monitorear la satisfacción y detectar áreas de mejora. Los resultados ofrecen insumos estratégicos para priorizar ac ciones que fortalezcan la competitividad de estos establecimientos
This study evaluates customer satisfaction at Gran Caribe Group hotels in Havana using sentiment analysis applied to 57, 884 reviews obtained through web scraping from Trip Advisor, Booking. com, Expedia, and the Central Reservations Office. The Py Sentiment l ibrary was used to calculate and classify sentiment. A Pareto chart was used to identify the key factors influencing customer satisfaction. The WASPAS multi -criteria model allowed for the establishment of a hotel ranking, with Roc Presidente, NH Victoria, and the Hotel Nacional de Cuba performing best due to positive emotions, high average sentiment, and low dispersion. In contrast, Neptuno-Tritón, Deauville, and Plaza showed lower performance. The analysis confirms that online reviews are a key indicator for monitoring satisfaction and identifying areas for improvement. The results provide strategic input for prioritizing actions that strengthen the competitiveness of these establishments
This study evaluates customer satisfaction at Gran Caribe Group hotels in Havana using sentiment analysis applied to 57, 884 reviews obtained through web scraping from Trip Advisor, Booking. com, Expedia, and the Central Reservations Office. The Py Sentiment l ibrary was used to calculate and classify sentiment. A Pareto chart was used to identify the key factors influencing customer satisfaction. The WASPAS multi -criteria model allowed for the establishment of a hotel ranking, with Roc Presidente, NH Victoria, and the Hotel Nacional de Cuba performing best due to positive emotions, high average sentiment, and low dispersion. In contrast, Neptuno-Tritón, Deauville, and Plaza showed lower performance. The analysis confirms that online reviews are a key indicator for monitoring satisfaction and identifying areas for improvement. The results provide strategic input for prioritizing actions that strengthen the competitiveness of these establishments
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Citation
Guerra Castellón, E. E., Vázquez Alfonso, Y., & Núñez Torres, E. (2026). Evaluación de la satisfacción del cliente en hoteles de Gran Caribe del destino La Habana. GRAN TOUR, REVISTA DE INVESTIGACIONES TURÍSTICAS, (32),118-136
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